KESEIMBANGAN KEHIDUPAN KERJA DAN KUALITAS KERJA TENAGA KEPENDIDIKAN: STUDI PADA UNIVERSITAS NEGERI GORONTALO

Mulyawati Bau, Rizan Machmud, Rezkiawan Tantawi

Abstract


Penelitian ini bertujuan menganalisis pengaruh institutional branding terhadap minat melamar kerja pada tenaga kontrak di Universitas Negeri Gorontalo (UNG). Data dikumpulkan melalui kuesioner skala Likert 1–5 dan dianalisis menggunakan regresi linear sederhana. Hasil penelitian menunjukkan bahwa institutional branding berpengaruh positif dan signifikan terhadap minat melamar kerja, ditunjukkan oleh nilai t-hitung 4,038 yang lebih besar dari t-tabel 1,998 serta nilai signifikansi 0,000, sehingga hipotesis diterima. Nilai koefisien regresi 0,563 mengindikasikan bahwa semakin baik persepsi responden terhadap branding institusi, semakin tinggi pula minat untuk melamar kerja. Nilai R Square 0,403 menunjukkan bahwa institutional branding mampu menjelaskan 40,3% variasi minat melamar, sementara sisanya dipengaruhi faktor lain di luar penelitian. Temuan ini menegaskan bahwa penguatan citra organisasi, pengembangan karier, kualitas lingkungan kerja, serta komunikasi publik yang efektif penting untuk diperkuat sebagai strategi rekrutmen institusi.

Keywords


work–life balance; work quality; administrative staff; university employees; Universitas Negeri Gorontalo

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DOI: https://doi.org/10.37479/jimb.v9i1.38597

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Alamat Redaksi:

Fakultas Ekonomi Universitas Negeri Gorontalo

Jalan Jenderal Sudirman No. 6 Kota Gorontalo