Pengaruh Employer Branding Dan E-Recruitment Terhadap Intention To Apply Dengan Company Reputation Sebagai Variabel Intervening Pada Generasi Z Di Surakarta
DOI:
https://doi.org/10.37385/msej.v7i1.10082Keywords:
Employer Branding, E-recruitment, Company Reputation, Intention to Apply, Generasi Z.Abstract
Penelitian ini bertujuan menganalisis pengaruh Employer Branding dan E-recruitment terhadap Intention to Apply dengan Company Reputation sebagai variabel mediasi pada Generasi Z di Surakarta. Metode penelitian menggunakan pendekatan kuantitatif dengan 95 responden, dan data dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa Employer branding berpengaruh signifikan terhadap Intention to Apply, sedangkan E-Recruitment tidak berpengaruh langsung. Employer branding dan E-recruitment terbukti berpengaruh signifikan terhadap Company Reputation, dan Company Reputation berpengaruh signifikan terhadap Intention to Apply. Selain itu, Company Reputation memediasi pengaruh Employer branding dan E-recruitment terhadap Intention to Apply. Temuan ini menegaskan bahwa reputasi perusahaan memiliki peran penting dalam meningkatkan minat melamar kerja Generasi Z.
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