Artikel Ilmiah : C1H022018 a.n. LUSIANA SRI LESTARI
| NIM | C1H022018 |
|---|---|
| Namamhs | LUSIANA SRI LESTARI |
| Judul Artikel | EFFECT OF EMPLOYER BRANDING ON INTENTION TO APPLY: THE MEDIATING ROLE OF ORGANIZATIONAL ATTRACTIVENESS (EMPRICAL STUDY ON GENERATION Z ON TIKTOK) |
| Abstrak (Bhs. Indonesia) | Studi ini bertujuan untuk meneliti pengaruh employer branding terhadap niat melamar pekerjaan, dengan daya tarik organisasi sebagai variabel mediasi di antara pengguna TikTok Generasi Z. Sebagai generasi digital, Generasi Z semakin bergantung pada platform media sosial untuk mengevaluasi calon pemberi kerja sebelum memutuskan untuk melamar pekerjaan. Dengan menggunakan desain penelitian kuantitatif dan metode survei, data dikumpulkan dari 100 responden Generasi Z yang aktif menggunakan TikTok dan telah terpapar konten employer branding. Data dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4.1. Hasil menunjukkan bahwa employer branding memiliki pengaruh positif dan signifikan terhadap daya tarik organisasi. Namun, employer branding tidak memiliki pengaruh langsung yang signifikan terhadap niat melamar pekerjaan. Lebih lanjut, daya tarik organisasi memiliki pengaruh positif dan signifikan terhadap niat melamar pekerjaan dan sepenuhnya memediasi hubungan antara employer branding dan niat melamar pekerjaan. Temuan ini menunjukkan bahwa konten employer branding di TikTok terutama berfungsi sebagai sinyal awal yang membentuk persepsi daya tarik organisasi, yang kemudian memengaruhi niat Generasi Z untuk melamar pekerjaan. Studi ini berkontribusi pada literatur tentang employer branding dalam konteks rekrutmen melalui media sosial dan memberikan implikasi praktis bagi organisasi yang berupaya menarik talenta Generasi Z melalui TikTok. Kata kunci: Employer branding, Organizational attractiveness, intention to apply, Generation Z, TikTok |
| Abtrak (Bhs. Inggris) | This study aims to examine the effect of employer branding on intention to apply, with organizational attractiveness as a mediating variable among Generation Z TikTok users. As digital natives, Generation Z increasingly relies on social media platforms to evaluate potential employers before deciding to apply for a job. Using a quantitative research design and survey method, data were collected from 100 Generation Z respondents who actively use TikTok and have been exposed to employer branding content. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1. The results indicate that employer branding has a positive and significant effect on organizational attractiveness. However, employer branding does not have a significant direct effect on intention to apply. Furthermore, organizational attractiveness has a positive and significant effect on intention to apply and fully mediates the relationship between employer branding and intention to apply. These findings suggest that employer branding content on TikTok primarily functions as an initial signal that shapes perceptions of organizational attractiveness, which subsequently influences Generation Z’s intention to apply for a job. This study contributes to employer branding literature in the context of social media recruitment and provides practical implications for organizations seeking to attract Generation Z talent through TikTok. Keywords: Employer branding, Organizational attractiveness, intention to apply, Generation Z, TikTok |
| Kata kunci | Employer branding, Organizational attractiveness, intention to apply, Generation Z, TikTok |
| Pembimbing 1 | Filda Khoirun Nikmah, S.E., MBA. |
| Pembimbing 2 | |
| Pembimbing 3 | |
| Tahun | 2026 |
| Jumlah Halaman | 14 |
| Tgl. Entri | 2026-02-04 11:34:23.079377 |