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Aji Bhaskara

Pengaruh dimensi employer branding dengan moderasi self esteem terhadap intention to quit gen Y (studi kasus pada industri jasa keuangan dan asuransi serta informasi dan komunikasi) = The influence of employer branding dimensions to intention to quit with self esteem moderation case study in financial services and insurance and information and communication industries

"Penelitian ini bertujuan untuk menguji pengaruh dari dimensi employer branding terhadap intention to quit karyawan generasi Y dengan moderasi dari selfesteem. Penelitian ini menggunakan kuesioner employer branding milik Alniacik&Alniacik (2012), self-esteem milik Rosenberg (1965), dan intention to quit milik Hussain, Yunus, Ishak dan Daud (2013). Responden berasal dari karyawan full-time yang bekerja pada industri Jasa Keuangan dan Asuransi dan Informasi dan Komunikasi, data dianalisis lebih lanjut menggunakan moderated regression analysis (MRA).

Hasil dari penelitian ini adalah employer brandingberpengaruh secara signifikan terhadap intention to quit dan interaksi antara employer branding dengan self-esteem memperkuat hubungan tersebut. Nilai sosial dan pasar dari employer branding merupakan dimensi yang signifikan mempengaruhi intention to quit, dan interaksi keduanya turut memperkuat dan memperlemah hubungan antara employer branding terhadap intention to quit generasi Y tersebut.

This study aims to examine the impact of the dimensions of employer branding to employee intention to quit for the Y generation with the moderation of self-esteem. This study uses employer branding belonging to Alniacik & Alniacik (2012), selfesteem, belonging to Rosenberg (1965), and intention to quit belongs to Hussain, Jonah, Isaac and David (2013). Measuring instruments used in this study was a questionnaire distributed to respondents from full-time employees who work in the Insurance and Financial Services and Information and Communication industries, the data were analyzed further using moderated regression analysis (MRA).
The results of this study are employer branding proved significantly impact the intention to quit and the interaction between employer branding with self-esteem strengthen the relationship. sosial and market value of employer branding are the dimensions that significantly affect the intention to quit, and interactions between them both help strengthen and also weaken the relationship between employer branding to the intention to quit the Y generation."

Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014

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Syafriena Permata Asri

Pengaruh dimensi employer branding terhadap intention to apply studi kasus pada pt media antar kota harian poskota = Influence of employer branding dimension to intention to apply case study pt media antar kota harian pos kota / Syafriena Permata Asri

"Penelitian ini bertujuan untuk melihat pengaruh dimensi employer branding terhadap intention to apply di PT.Media Antar Kota.Untuk mengukur dimensi dalam employer branding peneliti menggunakan dimensi milik Alniacik&Alniacik dan dimensi intention to apply milik Bergman. Penelitian ini dilakukan dengan cara menyebarkan kuisioner kepada sejumlah responden dan dianalisis menggunakan regresi,t-test dan analysis of variance.Hasil penelitian menunjukkan bahwa ada pengaruh positif dan signifikan variabel employer branding terhadap intention to apply di PT. Media Antar Kota.Jika dianalisis berdasarkan dimensi, maka nilai manfaat dan nilai kerjasama merupakan dimensi yang berpengaruh secara signifikan, sedangkan dimensi nilai sosial, nilai lingkungan kerja, nilai pasar dan nilai ekonomi tidak berpengaruh secara signifikan. Berdasarkan jenis kelamin, terdapat perbedaan kepentingan dalam semua dimensi terkecuali nilaisosial.Sedangkan hasil uji berdasarkan tingkat pendidikan, tidak terdapat perbedaan kepentingan dalam dimensi employer branding.

This study aimed to examine the effect of employer branding dimensions on intention to apply in PT.Media Antar Kota. The dimensions of employer branding research using dimensions belonging Alniacik & Alniacik and dimensions of intention to apply belonged to Bergman. The research was done by distributing questionnaires to 206 of respondents and analyzed using regression, t - test and analysis of variance. Research results shows that there is a positive and significant effect of variables on employer branding intention to apply at PT. Media Antar Kota. When analyzed based on the dimension, then the value of the benefits and value of cooperation is significantly influential dimension, whereas the dimensions of social value, the value of the work environment, market value and economic value is not significant. By sex, there are differences in the interests of all dimensions except social value. While the test results based on level of education, there was no difference in the dimensions of employer branding."

Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2013

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Mariska Ariesthia

Pengaruh employer branding dan efektivitas penggunaan situs karir terhadap intention to apply dengan daya tarik organisasi sebagai variabel mediasi pada gen Y (studi kasus PT. Unilever Indonesia) = The effect of employer branding and career employment website effectiveness toward intention to apply with attraction to organization as a mediated variable in gen Y (case study of PT. Unilever Indonesia)

"Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh dari employer branding dan efektivitas penggunaan situs karir terhadap intention to apply dengan daya tarik organisasi sebagai variabel mediasi yang dilihat pada PT. Unilever Indonesia. Penelitian ini juga memasukan karakteristik generasi Y yang diindikasikan memiliki karakteristik yang berbeda dengan generasi lainnya. Responden penelitian berjumlah 160 orang yang merupakan mahasiswa tingkat akhir Fakultas Ekonomi dan Bisnis Universitas Indonesia. Metode penelitian menggunakan metode kuantitatif dengan analisis Structural Equation Model (SEM). Alat ukur yang digunakan pada penelitian ini adalah Employer Branding oleh Alniacik dan Alniacik (2008) yang sudah diterjemahkan. Selanjutnya, alat ukur untuk sikap terhadap situs karir beserta daya tarik organisasi dan intention to apply diadaptasi dari alat ukur yang tercantum dalam jurnal mengenai efektivitas penggunaan situs karir perusahaan oleh Birgelen, Wetzels, Dolen (2008). Hasil dari penelitian ini menunjukan bahwa terdapat pengaruh employer branding dan overall attitude toward corporate employment website terhadap intention to apply yang dimediasi penuh oleh variabel daya tarik organisasi.

This study aims to determine the effects of employer branding and the effectiveness of career employment websites toward intention to apply with attraction to organization as a mediating variable that is seen in PT. Unilever Indonesia. This study also includes the characteristics of Generation Y which are indicated as having different characteristics from other generations. The respondents numbered 160 people who are final year students of the Faculty of Economics and Business, University of Indonesia. The research method uses quantitative methods to the analysis of Structural Equation Model (SEM) using Lisrel application. Measurement instrument used in this study is the Employer Branding by Alniacik and Alniacik (2008) which has been translated, then the measuring instrument's attitudes towards career website along with the attraction to organization and intention to apply adapted from measurement instrument that listed in the journal regarding the effectiveness of using career websites by Birgelen, Wetzels, Dolen (2008). Results from this study showed that the attraction to organization mediate the full effect of employer branding and overall attitude toward corporate employment website towards the intention to apply."

Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2016

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Fajar Mahdi Fatahilah

Analisis pengaruh aktivitas employer branding dan perceived job attributes terhadap keinginan untuk melamar kerja pada Unilever = The effect of employer branding activities and perceived job attributes to intention to apply on unilever indonesia

"Penelitian ini bertujuan untuk mengetahui pengaruh dari aktivitas employer branding perusahaan yang terdiri dari tiga dimensi (publicity, word of mouth endorsement, dan advertising) dan perceived job attributes of employer image yang terdiri dari tiga dimensi (working atmosphere, career opportunities, work-life comfort, task attractiveness, dan payment attractiveness) terhadap niat untuk melamar kerja pada Unilever Indonesia. Data penelitian ini diambil dari 222 sampel mahasiswa aktif S1 FEUI tingkat akhir dengan menggunakan kuesioner. Hasil dari penelitian menunjukan bahwa publicity berpengaruh signifikan terhadap tiga dimensi perceived job attributes yaitu career opportunities, task attractiveness, dan payment attractiveness, word of mouth endorsement tidak berpengaruh terhadap satupun dimensi perceived job attributes, advertising berpengaruh terhadap seluruh dimensi perceived job attributes. Sementara itu diantara kelima aspek perceived job attributes, yang menunjukan pengaruh signifikan terhadap niat untuk melamar kerja hanya task attrativeness dan payment attractiveness, sedangkan working atmosphere, career opportunities, dan work-life comfort tidak memberikan pengaruh signifikan.

The aim of the research is to study the impact of employer branding activities which has three dimensions (publicity, word of mouth endorsement, and advertising) and perceived job attributes consist of five dimensions (working atmosphere, career opportunities, work-life comfort, task attractiveness, and payment attractiveness) to intention to apply on Unilever Indonesia. The data were collected from 222 sample of FEUI students who were on their final year of study. The result showed that publicity significantly affect three out of five dimensions of perceived job attributes, those were career opportunities, task attractivenes, and payment attractiveness. Word of mouth endorsement did not affect any of the dimensions, and advertising significantly affected all of the perceived job attribute dimensions. Among all of the perceived job attributes dimensions, only task attractiveness and payment attractiveness significantly affected intention to apply, while the other three, working atmosphere, career opportunities, and work-life comfort did not have any significant effect."

Depok: Universitas Indonesia, 2014

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UI - Skripsi Membership Universitas Indonesia Library

Cindy Natalia Wijaya

Pengaruh E-Recruitment Dan Employer Branding Terhadap Intensi Melamar Pekerjaan Pada Milenial Indonesia Di Perusahaan E-Grocery = The Influence of E-Recruitment and Employer Branding on the Intention to Apply for a Job among Indonesian Millennials in E-Grocery Companies

"Potensi perkembangan bisnis paska pandemi menuntut perusahaan e-grocery

untuk mengembangkan strategi yang dapat menarik banyak tenaga kerja, terutama

generasi milenial yang merupakan angkatan kerja terbesar di Indonesia. Sistem rekrutmen

yang efisien dan membangun citra perusahaan yang baik melalui employer branding

bermanfaat untuk menarik minat para calon pekerja. Studi akan berfokus untuk mengukur

pengaruh variabel e-recruitment, employer branding, dan interaksi keduanya terhadap intensi

melamar pekerjaan. Penelitian akan berbentuk experimental vignette method withinsubject,

dengan variasi 2x2. Dengan response rate sebesar 214,5%, total 210 partisipan

milenial yang diperoleh melalui teknik convenience sampling akan dihadapkan ada 4

buah variasi vignette/stimulus terstruktur dan realistik berupa iklan lowongan pekerjaan,

yang menggambarkan 4 kombinasi dari kedua variabel independen. Intensi melamar

partisipan akan diukur menggunakan skala Intention Toward Company setelah

mendapatkan paparan situasi realistik. Hasil penelitian menunjukkan bahwa erecruitment

tidak memiliki pengaruh signifikan terhadap intensi generasi milenial dalam

melamar pekerjaan di perusahaan e-grocery. Namun employer branding berhasil

memengaruhi intensi generasi milenial untuk melamar pekerjaan di perusahaan egrocery.

Hasil juga menunjukan bahwa ketika e-recruitment dan employer branding

dianalisis secara simultan, terdapat efek interaktif yang signifikan pada intensi generasi

milenial. Untuk itu, perusahaan dapat memperkuat employer branding sebagai sarana

komunikasi dan peningkatan citra perusahaan guna menarik minat para milenial.

Penggunaan e-recruitment juga baik untuk dilakukan namun perlu disosialisasikan

dengan baik, seperti melalui employer branding.

The potential for post-pandemic business development demands e-grocery

companies to formulate strategies that can attract a substantial workforce, particularly the

millennial generation, which constitutes the largest workforce in Indonesia. Efficient

recruitment systems and the cultivation of a positive corporate image through employer

branding are instrumental in garnering the interest of prospective employees. This study

aims to measure the influence of e-recruitment, employer branding, and their interaction

on the job application intentions of millennials. The research will adopt an experimental

vignette method within-subject design with a 2x2 variation. With a response rate 214,5%,

A total of 210 millennial participants obtained through convenience sampling, will be

exposed to four structured and realistic vignettes or job vacancy advertisements depicting

various combinations of the independent variables. The participants' job application

intentions will be measured using the Intention Toward Company scale after exposure to

realistic scenarios. The findings indicate that e-recruitment does not exert a significant

influence on the job application intentions of millennials in e-grocery companies.

However, employer branding effectively influences the job application intentions of

millennials in this context. Furthermore, when e-recruitment and employer branding are

analyzed simultaneously, a significant interactive effect on the job application intentions

of millennials is observed. Therefore, companies can strengthen their employer branding

as a means of communication and enhancing the corporate image to attract millennial

interest. While the use of e-recruitment is beneficial, proper socialization, such as through

employer branding, is essential."

Depok: Fakultas Psikologi Universitas Indonesia, 2023

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Inessa Jasmine Imansari

Pengaruh employer branding terhadap retensi dengan kepuasan kerja sebagai variabel mediasi: studi pada divisi fleet perusahaan transportasi dan logistik = The effect of employer branding on retention with job satisfaction as a mediating variable: study at fleet divison transportation and logistic company

"Lingkungan kerja saat ini menjadi semakin kompetitif. Organisasi berupaya menjadi a great place to work dengan menciptakan keunggulan kompetitif yang berbeda dan tidak mudah ditiru oleh pesaing. Kesediaan karyawan untuk tetap berada dalam organisasi harus ditingkatkan semaksimal mungkin. Pada kondisi persaingan kerja yang semakin meningkat, employer branding dengan cepat muncul sebagai strategi sumber daya manusia untuk menarik dan mempertahankan tenaga kerja berkualitas. Tujuan dari penelitian ini adalah untuk melihat pengaruh Employer Branding terhadap Retensi dari perspektif karyawan Divisi Fleet Management pada salah satu perusahaan transportasi dan logistik di Indonesia. Dalam studi ini, peneliti hanya meneliti pengaruh employer branding terhadap karyawan internal, dimana employer branding membangun kepuasan kerja untuk mengindikasikan tingkat retensi karyawan. Dalam penelitian ini, data dikumpulkan dengan survei menggunakan kuesioner kepada 83 karyawan Divisi Fleet Management dengan masa kerja minimal 1 tahun di perusahaan. Penelitian ini menggunakan partial least square-structural equation modelling (PLS-SEM) untuk menganalisis pengaruh employer branding terhadap retensi karyawan melalui mediasi kepuasan kerja menggunakan software SmartPLS yang dibuat oleh Herman O.A Wold. Hasil penelitian menunjukkan bahwa employer branding memiliki pengaruh terhadap retensi karyawan. Hubungan ini dimediasi oleh kepuasan kerja secara penuh.

The employment environment, nowadays, is becoming increasingly competitive. Organizations strive to be a great place to work by creating different competitive advantages that not easily imitated by competitors. The willingness of employees to remain in the organization must be increased as much as possible. In such competitive environment, employer branding is fast emerging as a long-term human resource (HR) strategy to attract and retain talented workforce. This study aims to investigate the effect of employer brand to employee retention with job satisfaction as mediating variable in Fleet Division Transportation and Logistics Company in Indonesia. In this study, researcher examines only the effect of employer branding to internal organization, which the employer brand builds job satisfaction to indicate the employee retention. In this study, the data were collected by survey using questionnaires to 83 full time Fleet Division employee with at least 1 year experience in the company. This study use partial least square-structural equation modelling (PLS-SEM) to analyze the effect of employer branding on employee retention through mediating variables, job satisfaction using SmartPLS software provided by Herman O.A Wold. The result show that employer branding has influence on employee retention. This relationship is partially mediated by job satisfaction. Indirect effect of employer branding on retention through job satisfaction has a higher effect than direct effect of employer branding on retention."

Depok: Fakultas Eknonomi dan Bisnis Universitas Indonesia, 2019

T54049

UI - Tesis Membership Universitas Indonesia Library

Bening Karilla Kinasih

Analisis Employer Brand Melalui Employee Value Proposition (EVP). Studi Kasus Pada Employer Branding PT. Bukalapak.com = Employer Brand Analysis Through Employee Value Proposition (EVP). Case Study of Employer Branding PT. Bukalapak.com

"Berkembangnya kebutuhan perusahaan terhadap karyawan yang sesuai dengan standard untuk mendukung bisnis saat ini menyebabkan munculnya fenomena yang disebut dengan talent war. Kemunculan talent war berimplikasi pada adanya kebutuhan perusahaan untuk melakukan pemasaran dari sisi sumber daya manusia, sehingga muncul bidang baru yang dikenal dengan employer branding. Untuk mencapai tujuannya sebagai perusahaan pilihan, komunikasi adalah hal yang penting dalam employer brand. Tesis ini akan membahas bagaimana employer branddapat terbentuk melalui komunikasi employee value proposition yang dijalankan oleh employer branding. Untuk mencapai tujuan komunikasi yang lebih efektif, penggunaan media online dapat digunakan untuk mendukung kampanye dan program yang dijalankan secara offline, kedua saluran ini penting untuk digunakan secara terintegrasi dalam upaya membangun persepsi target audiens agar perusahaan menjadi tempat kerja yang di inginkan oleh kandidat. Selain itu, strategi untuk menggunakan komunikasi offline dan online perlu diseimbangkan dengan kekuatan konten komunikasi yang konsisten sehingga hasil yang diperoleh dimaksimalkan.

The development of the company's needs for talent in accordance with the company's standards to support business today causes a phenomenon called the talent war. this phenomenon raises the development of a new field of employer branding. where companies and organizations strive to do marketing from the side of human resources. In order to achieve its objectives as an employer of choice, communication is important in employer branding. This thesis will discuss how the employer brand can be formed through employee value proposition communication run by employer branding. In order to achieve a more effective communication goal, the use of online media can be used to support campaigns and programs that are run offline, these two channels are important to be used integrally in an effort to establish the target audience's perception of the company's brand as the desired place to work. The strategy to use offline and online communication needs to be balanced with the strength of consistent communication content so that the results obtained are maximized."

Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2019

T54097

UI - Tesis Membership Universitas Indonesia Library

Fathur Rahadian Rachman

Pengaruh city branding dan halal branding terhadap intensi berkunjung wisatawan muslim Indonesia = Influence of city branding and halal branding toward visiting intention of Indonesian muslim travelers.

"Dalam dekade terakhir kunjungan wisatawan muslim mengalami peningkatan yang drastis. Skripsi ini membahas tentang factor-faktor yang menyebabkan intensi berkunjung wisatawan muslim Indonesia dengan menggunakan variabel-variabel yang dibuat berdasarkan theory of planned behavior yaitu Attitude, Subjective Norm dan Perceived Behavioral Control, juga disertai variabel lain yaitu City Branding dan Halal Branding. Penelitian ini mengunakan pendekatan kuantitatif dengan menggunakan kuesioner sebagai media pengumpulan datanya. Hasil dari penelitian ini membuktikan bahwa secara signifikan city branding dan halal branding mempengaruhi intensi berkunjung secara tidak langsung yaitu melalui attitude individu; serta halal branding hanya signifikan pengaruhnya terhadap intensi mengunjungi saat termediasi oleh attitude individu.

In the last decade the total of muslim travelers going on travel had drastically increased. In this study will be talking about factors that causing visiting intention's Indonesian muslim travellers using variables from theory of planned behaviour, which are Attitude, Subjective Norm and Perceived Behavioral Control, and also other variables which are City Branding and Halal Branding. This study is using quantitative approach using questioner as the data collecting media. The result of the research which include that significantly city branding and halal branding affecting visiting intention indirectly by individual attitude; and halal branding only significantly influence toward visiting intention after mediation of individual attitude."

Depok: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2020

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Agung Kurniawan

Peran komunitas dalam membangun branding tempat (studi kasus pada komunitas pariwisata di Kabupaten Kebumen, Jawa Tengah) = The Role of community in building place branding (a case study on tourism community in Kebumen District, Central Java)

Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2018

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Mouline Zulfa Maharani

Pengaruh Employer Branding Dan E-Recruitment Terhadap Intention To Apply (Studi Pada Generasi Z Di Dki Jakarta) = The Influence of Employer Branding and E-recruitment on Intention to Apply (A Study on Generation Z in DKI Jakarta)

"Generasi Z merupakan generasi yang akan mulai masuk dan mendominasi pasar kerja. Dengan adanya fenomena ini, perusahaan harus mampu mengetahui faktor yang dibutuhkan oleh generasi Z dalam dunia kerja supaya mampu menarik generasi Z untuk bekerja di perusahaannya. Hal ini dapat dilakukan dengan menggunakan strategi employer branding. Selain itu, perusahaan juga harus mengadopsi karakteristik generasi Z dalam konteks proses rekrutmen, salah satunya adalah dengan mengadopsi e-recruitment. Penelitian ini bertujuan untuk menguji peran employer branding dan e-recruitment terhadap intention to apply generasi Z di DKI Jakarta. Dengan menggunakan pendekatan kuantitatif, penelitian ini menyebarkan kuesioner kepada 307 responden generasi Z yang merupakan mahasiswa aktif angkatan 2020 sampai dengan 2023. Analisis data dilakukan dengan menggunakan analisis regresi linear berganda. Hasil dari penelitian ini membuktikan bahwa employer branding dan e-recruitment berpengaruh terhadap intention to apply. Berdasarkan hal tersebut, perusahaan mampu menggunakan strategi employer branding dan e-recruitment untuk meningkatkan minat melamar pekerjaan generasi Z.

Generation Z is the generation that is beginning to enter and dominate the job market. With this phenomenon, companies must be able to understand the factors needed by Generation Z in the workplace to attract them to work for the company. This can be achieved by employing employer branding strategies. Additionally, companies should also adopt the characteristics of Generation Z in the context of the recruitment process, one of which is adopting e-recruitment. This research aims to examine the roles of employer branding and e-recruitment in the intention to apply among Generation Z in Jakarta, Indonesia. Using a quantitative approach, the study distributed questionnaires to 307 Generation Z respondents who are active students from the years 2020 to 2023. Data analysis was conducted using multiple linear regression analysis. The results of this study prove that employer branding and e-recruitment influence the intention to apply. Based on these findings, companies can use employer branding and e-recruitment strategies to enhance Generation Z's interest in applying for jobs."

Depok: Fakultas Ilmu Administrasi Universitas Indonesia, 2023

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