PENGARUH E-RECRUITMENT DAN EMPLOYER ATTRACTIVENESS TERHADAP MINAT MELAMAR KERJA DENGAN REPUTASI ORGANISASI SEBAGAI VARIABEL MEDIASI (STUDI PADA GENERASI Z DI KOTA SEMARANG)
Abstract
Persaingan perusahaan dalam menarik tenaga kerja berkualitas semakin ketat, sehingga strategi rekrutmen elektronik (e-recruitment) dan daya tarik perusahaan sebagai tempat bekerja (employer attractiveness) menjadi faktor penting dalam menarik minat pencari kerja untuk melamar pekerjaan. Tujuan penelitian ini adalah untuk mengetahui sejauh mana penerapan e-recruitment dan daya tarik perusahaan (employer attractiveness) berpengaruh terhadap minat individu untuk melamar kerja, baik secara langsung maupun melalui perantara reputasi organisasi. Dalam menjawab tujuan penelitian, digunakan pendekatan kuantitatif dengan jenis penelitian explanatory research, yaitu penelitian yang bertujuan untuk menjelaskan hubungan antarvariabel. Populasi yang digunakan dalam penelitian ini adalah generasi Z berusia 17-28 tahun di Kota Semarang yang pernah menggunakan sistem e-recruitment dalam proses melamar pekerjaan. Sampel dikumpulkan melalui kuesioner dan diperoleh 113 responden yang memenuhi kriteria. Analisis data pada penelitian ini dilakukan dengan menerapkan pendekatan PLS-SEM. Temuan yang diperoleh dari hasil penelitian ini menunjukkan bahwa penerapan e-recruitment dan employer attractiveness memiliki pengaruh positif dan signifikan terhadap minat melamar pekerjaan maupun terhadap reputasi organisasi. Reputasi organisasi juga turut berkontribusi dalam mendorong ketertarikan seseorang untuk mengajukan lamaran kerja. Namun, reputasi organisasi dalam penelitian ini tidak terbukti memediasi pengaruh e-recruitment maupun daya tarik perusahaan sebagai pemberi kerja (employer attractiveness) terhadap minat melamar kerja. Temuan penelitian ini menunjukkan bahwa kemudahan akses rekrutmen dan daya tarik perusahaan secara langsung meningkatkan minat melamar kerja, tanpa harus melalui reputasi organisasi terlebih dahulu. Reputasi organisasi tetap memengaruhi minat melamar kerja, namun bukan sebagai perantara antara kedua faktor tersebut.
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DOI: https://doi.org/10.37479/jimb.v9i2.41795
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