PENGARUH BRAND IMAGE PERUSAHAAN DAN PROGRAM CSR TERHADAP EMPLOYEE RETENTION
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Abstract
Penelitian ini bertujuan untuk mengetahui bahwa brand image perusahaan dan CSR apakah berpengaruh terhadap employee retention. Brand image adalah sekumpulan asosiasi merek yang terbentuk dan melekat dibenak konsumen. CSR merupakan regulasi pemerintah yang harus diimplementasikan oleh perusahaan sebagai bentuk dari tanggung jawab atas dampak kerugian yang dialami masyarakat khususnya pada kerusakan lingkungan, dapat pula dalam bentuk lain sebagai bantuan bagi masyarakat. Dan employee retention merupakan sebuah tantangan terbesar yang dihadapi oleh SDM dalam ekonomi modern sebagai upaya untuk mempertahankan karyawan agar tetap loyal pada perusahaan. Jenis penelitian ini adalah penelitian kuantitatif. Teknik yang digunakan dalam pengumpulan data adalah dengan menggunakan skala likert yang dibuat dalam bentuk kuesioner, penelitian ini menggunakan metode regresi liner berganda yang digunakan untuk memprediksi pengaruh CSR dan brand image terhadap employee retention.
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This work is licensed under a Jurnal Muara Ilmu Sosial, Humaniora, dan Seni Creative Commons Attribution-ShareAlike 4.0 International License.References
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