This study aims to identify the relationship between self-efficacy and employee performance of ASN OPD Rembang District, Rembang Regency through innovative work behavior. The three variables are constructed and the relationship given between the three is seen. This study uses a descriptive quantitative method with data collection techniques using questionnaires and PLS-SEM as a tool for analyzing data. The sample of this study was 54 people with a total sampling method. Then, the data analysis stage was carried out by looking at the results of the evaluation of the outer model, inner model and conducting a model fit evaluation. Based on the data that has been processed using smartPLS version 4.1.1.2, a positive influence was found on each variable. Where the positive influence is seen in self-efficacy which has a significant positive effect on employee performance, self-efficacy which has a significant positive effect on employee innovative work behavior, and employee innovative work behavior has a significant positive effect on employee performance and innovative work behavior plays a significant role as a mediator in the influence of self-efficacy on employee performance. Therefore, it can be concluded that innovative work behavior can affect the relationship between self-efficacy and employee performance of ASN OPD Rembang District, Rembang Regency as partial mediation.

Business Work Lecture (KKU) is one of the community service programs implemented by students as part of the higher education curriculum. The target of this activity is 1 business actor, namely Mr. Yokim, the owner of the Yofi Fish business, an MSME who needs help to develop his business. The purpose of this activity is to help develop his business in terms of marketing and branding. The community service activity (KKU) carried out by YPPI Rembang University Students together with the Supervisor provides assistance to MSME actors. Especially the Yofi Fish MSME which is one of the business actors in the field of catfish cultivation and processing which is facing increasingly tight market competition. The results show that optimizing marketing strategies, especially through improving product quality, adjusting competitive prices, wider distribution, and utilizing social media and digital promotions, can increase the competitiveness of the Yofi Fish MSME. The owner of the MSME, Mr. Yokim, feels very helped and very satisfied with the program. To expand the distribution network of MSME products more effectively, namely through marketing strategies using social media WhatsApp and Facebook.