PENGARUH EMPLOYER BRAND ATTRACTIVENESS TERHADAP INTENTION TO APPLY DENGAN ORGANIZATIONAL REPUTATION SEBAGAI VARIABEL MEDIASI (STUDI PADA MAHASISWA TINGKAT AKHIR ANGKATAN 2022 FAKULTAS EKONOMIKA DAN BISNIS UNIVERSITAS NEGERI SEMARANG)

Naldira Queenta Ramadhani, Sri Wartini Sri Wartini

Abstract


Persaingan perusahaan dalam menarik tenaga kerja berkualitas semakin meningkat, terutama dalam menghadapi fenomena war of talent pada Generasi Z yang akan memasuki dunia kerja. Dalam kondisi tersebut, perusahaan perlu membangun employer branding dan reputasi organisasi yang baik untuk meningkatkan minat calon pelamar kerja. Penelitian ini bertujuan untuk menganalisis pengaruh Employer Brand Attractiveness terhadap Intention to Apply melalui Organizational Reputation sebagai variabel mediasi pada perusahaan Fast-Moving Consumer Goods (FMCG). Penelitian ini menggunakan desain explanatory research dengan sumber data primer. Populasi dalam penelitian ini adalah mahasiswa program sarjana angkatan 2022 Fakultas Ekonomika dan Bisnis Universitas Negeri Semarang sebanyak 1.294 mahasiswa. Penentuan jumlah sampel menggunakan rumus Taro Yamane dengan tingkat kesalahan 7%, sehingga diperoleh sampel sebanyak 177 responden. Teknik pengambilan sampel menggunakan proportionate stratified random sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner secara online dan dianalisis menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS 4. Hasil penelitian menunjukkan bahwa Employer Brand Attractiveness berpengaruh positif dan signifikan terhadap Intention to Apply. Employer Brand Attractiveness juga berpengaruh positif dan signifikan terhadap Organizational Reputation. Selain itu, Organizational Reputation berpengaruh positif dan signifikan terhadap Intention to Apply. Hasil penelitian juga membuktikan bahwa Organizational Reputation mampu memediasi pengaruh Employer Brand Attractiveness terhadap Intention to Apply. Temuan tersebut menunjukkan bahwa semakin baik daya tarik perusahaan sebagai tempat kerja dan semakin positif reputasi perusahaan, maka semakin tinggi pula minat mahasiswa untuk melamar pekerjaan pada perusahaan FMCG.

Keywords


Employer Brand Attractiveness; Organizational Reputation; Intention to Apply; Generasi Z

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DOI: https://doi.org/10.37479/jimb.v9i2.41213

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