Corporate Reputation’s Mediation of Employer Branding and Social Media on Gen Z Job Intention in Jabodetabek
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Abstract
Generasi Z dikenal sebagai “Digital Natives” karena lahir di era yang serba digital, sehingga terbiasa mencari informasi dan menghabiskan banyak waktu di media sosial, dan cenderung mencari pekerjaan melalui platform online. Studi ini bertujuan untuk mengidentifikasi faktor-faktor yang memengaruhi minat mereka dalam melamar pekerjaan. Studi ini meneliti pengaruh employer branding dan media sosial terhadap niat melamar pekerjaan, dimana reputasi perusahaan berfungsi sebagai variabel mediasi diantara Generasi Z di wilayah Jabodetabek. Metode kuantitatif digunakan melalui survei terhadap 330 responden, dimana hanya 293 responden yang memenuhi kriteria berupa berusia 18–28 tahun. Studi ini menggunakan pendekatan berbasis kuesioner, desain penelitian deskriptif, dan cakupan waktu cross-sectional. Data dianalisis menggunakan PLS-SEM. Penelitian ini menunjukkan bahwa employer branding secara signifikan memengaruhi niat melamar pekerjaan ketika dimediasi oleh reputasi perusahaan. Namun, tanpa mediasi tersebut, employer branding tidak memengaruhi niat melamar pekerjaan. Selain itu, media sosial memiliki pengaruh positif dan signifikan terhadap niat melamar pekerjaan, dan reputasi perusahaan memediasi pengaruh media sosial terhadap niat Generasi Z untuk melamar pekerjaan.
Generation Z is known as “Digital Natives,” born into a fully digital era, accustomed to seeking information and spending considerable time on social media, and inclined to search for jobs through online platforms. This study aims to identify the factors that influence their interest in applying for jobs. It examines the effects of employer branding and social media on job application intention, where corporate reputation functions as a mediating variable among Generation Z in the Jabodetabek area. A quantitative method was employed through a survey of 330 respondents, of whom only 293 met the eligibility criteria, aged 18–28 years. The study used a questionnaire-based approach, a descriptive research design, and a cross-sectional time horizon. The data were analyzed using PLS-SEM. The findings reveal that employer branding significantly affects job application intention when mediated by corporate reputation. However, without this mediation, employer branding does not influence job application intention. Additionally, social media has a positive and significant effect on job application intention, and corporate reputation mediates the influence of social media on Generation Z’s intention to apply for jobs.
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