Menguraikan Pilihan Karier Generasi Z: Daya Tarik Employer Brand dan Reputasi Korporat

Catherine Vondrea, Fahrul Riza

Abstract


Fenomena “talent war” telah berlangsung selama lebih dari dua dekade. Hal ini mendorong peneliti untuk meneliti dampak dari employer brand attractiveness dan corporate reputation terhadap kecenderungan Generasi Z dalam menentukan intention to apply terhadap sebuah perusahaan. Dengan menggunakan pendekatan kuantitatif, penelitian ini melibatkan penyebaran kuesioner secara daring kepada 400 responden Generasi Z yang berdomisili di Jakarta dan tertarik bekerja di industri Fast Moving Consumer Goods (FMCG) . Analisis data dilakukan melalui Smart PLS versi 3 dan dianalisis menggunakan permodelan persamaan struktural (SEM). Penelitian ini mendapat hasil bahwa employer brand attractiveness secara nyata mempengaruhi intention to apply secara positif signifikan dan corporate reputation juga memberikan pengaruh yang positif signifikan terhadap intention to apply. Selain itu, employer brand attarctiveness juga memiliki pengaruh yang positif signifikan dalam mempengaruhi corporate reputation. Pada penelitian ini mendapatkan hasil bahwa corporate reputation sebagai variabel mediasi juga memiliki pengaruh yang positif signifikan untuk menjembatani hubungan antara employer brand attractiveness terhadap intention to apply dari Generasi Z.

Kata Kunci: employer brand attractiveness; corporate reputation; intention to apply.

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References


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DOI: https://doi.org/10.37531/sejaman.v7i1.6495

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