| NIM | C1B022016 |
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| Namamhs | ANINDYA PRADIPTA LINTANG SUMINAR |
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| Judul Artikel | PENGARUH EMPLOYER BRANDING DAN PENGGUNAAN MEDIA SOSIAL INSTAGRAM TERHADAP MINAT MELAMAR KERJA DI BANK BRI DENGAN REPUTASI PERUSAHAAN SEBAGAI VARIABEL MEDIASI (STUDI PADA GENERASI Z) |
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| Abstrak (Bhs. Indonesia) | Penelitian ini bertujuan untuk menganalisis pengaruh employer branding dan penggunaan media sosial Instagram terhadap minat melamar kerja pada Generasi Z di Indonesia dengan reputasi perusahaan sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan jenis penelitian explanatory research. Data diperoleh melalui penyebaran kuesioner secara daring kepada 170 responden Generasi Z di Indonesia yang memenuhi kriteria penelitian. Analisis data dilakukan menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS. Evaluasi model dilakukan melalui pengujian outer model untuk mengetahui validitas dan reliabilitas konstruk serta inner model untuk menguji hubungan antarvariabel. Pengujian hipotesis dilakukan menggunakan teknik bootstrapping. Hasil penelitian menunjukkan bahwa employer branding berpengaruh positif dan signifikan terhadap minat melamar kerja. Penggunaan media sosial Instagram juga berpengaruh positif dan signifikan terhadap minat melamar kerja. Selanjutnya, employer branding berpengaruh positif dan signifikan terhadap reputasi perusahaan, sedangkan penggunaan media sosial Instagram juga berpengaruh positif dan signifikan terhadap reputasi perusahaan. Reputasi perusahaan terbukti memediasi pengaruh employer branding terhadap minat melamar kerja serta memediasi pengaruh penggunaan media sosial Instagram terhadap minat melamar kerja. Hasil penelitian menunjukkan bahwa employer branding dan penggunaan media sosial Instagram dapat menjadi sinyal positif bagi Generasi Z dalam membentuk persepsi terhadap perusahaan, yang selanjutnya meningkatkan reputasi dan minat melamar kerja di Bank BRI. |
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| Abtrak (Bhs. Inggris) | This study aims to analyze the effect of employer branding and Instagram social media usage on job application intention among Generation Z in Indonesia, with corporate reputation as a mediating variable. This study employed a quantitative approach with an explanatory research design. Data were collected through an online questionnaire from 170 Generation Z respondents in Indonesia who met the research criteria. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS. The measurement model was evaluated through validity and reliability testing, while the structural model was assessed to examine the relationships among variables. Hypothesis testing was conducted using the bootstrapping technique. The results show that employer branding has a positive and significant effect on job application intention. Instagram social media usage also has a positive and significant effect on job application intention. Furthermore, employer branding has a positive and significant effect on corporate reputation, while Instagram social media usage also positively and significantly affects corporate reputation. Corporate reputation mediates the effect of employer branding on job application intention and also mediates the effect of Instagram social media usage on job application intention. These findings indicate that employer branding and Instagram social media usage can serve as positive signals for Generation Z in forming perceptions of a company, which subsequently strengthen corporate reputation and increase job application intention toward Bank BRI |
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| Kata kunci | Employer Branding, Media Sosial Instagram, Reputasi Perusahaan, Minat Melamar Kerja, Generasi Z. |
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| Pembimbing 1 | Dr. Dwita Darmawati, SE.,M.Si. |
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| Pembimbing 2 | |
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| Pembimbing 3 | |
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| Tahun | 2026 |
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| Jumlah Halaman | 12 |
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| Tgl. Entri | 2026-08-12 15:17:58.06416 |
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