THE EFFECT OF JOB MARKET CONSIDERATIONS ON THE CAREER CHOICE OF BECOMING A PUBLIC ACCOUNTANT: THE MODERATING ROLE OF FINANCIAL REWARDS

Abstract

This research aims to examine how labor market factors influence students' decisions to pursue a career as public accountants, with financial rewards acting as a moderating factor. The study is motivated by the observed decline in accounting students' interest in public accounting careers, despite the growing demand for professionals in this field. Employing a quantitative method, primary data was collected via online questionnaires distributed through Google Forms. The study involved 121 active accounting students from a university in West Sumatra, using total sampling to include the entire population as the sample. Data analysis was conducted using Structural Equation Modeling with Partial Least Squares (SEM-PLS). Findings reveal that labor market considerations significantly impact career choices toward public accounting, with students focusing on job availability, career stability, and labor demand. Conversely, financial incentives such as starting salaries and bonuses neither significantly influence career choices nor moderate the relationship between labor market factors and career decisions. These results indicate that non-financial aspects, especially awareness of job opportunities and career growth in public accounting, play a more crucial role in shaping students' career preferences. Consequently, educational institutions and professional accounting bodies should enhance efforts to provide comprehensive insights into public accounting job market trends to boost student interest. Furthermore, career promotion should highlight professional competence and long-term career prospects rather than focusing solely on financial benefits.