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"Persaingan global dalam perekrutan tenaga kerja menuntut perusahaan untuk memiliki strategi efektif dalam menarik kandidat berkualitas, terutama dari generasi muda seperti mahasiswa tingkat akhir dan fresh graduate. Employer branding muncul sebagai strategi kunci dalam membangun citra positif perusahaan di mata calon pelamar. Selain itu, implementasi corporate social responsibility (CSR) juga diyakini dapat memperkuat persepsi positif terhadap perusahaan. Penelitian ini bertujuan untuk menganalisis pengaruh employer branding PT Kereta Api Indonesia (Persero) terhadap intention to apply mahasiswa tingkat akhir dan fresh graduate Universitas Indonesia, serta menelusuri peran CSR sebagai variabel moderasi dalam hubungan tersebut. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 223 responden. Analisis data dilakukan melalui metode Partial Least Squares Structural Equation Modeling (PLS-SEM) menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa employer branding berpengaruh positif dan signifikan terhadap intention to apply. Namun, CSR tidak memoderasi secara signifikan hubungan antara employer branding dan intention to apply. Hasil ini menunjukkan bahwa meskipun PT KAI telah melaksanakan CSR secara aktif, persepsi CSR di mata responden belum cukup kuat untuk memengaruhi niat melamar berdasarkan employer branding yang mereka terima. Temuan ini memberikan kontribusi teoretis bagi pengembangan kajian employer branding dan CSR dalam konteks rekrutmen generasi muda, serta implikasi praktis bagi PT KAI untuk meningkatkan komunikasi dan integrasi CSR dalam strategi employer branding-nya.

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Global competition in talent acquisition requires companies to implement effective strategies to attract qualified candidates, especially among younger generations such as final-year students and fresh graduates. Employer branding has emerged as a key strategy in building a positive corporate image in the eyes of potential applicants. In addition, the implementation of corporate social responsibility (CSR) is also believed to strengthen positive perceptions of the company. This study aims to analyze the effect of PT Kereta Api Indonesia (Persero)’s employer branding on the intention to apply among final-year students and fresh graduates from Universitas Indonesia, and to examine the moderating role of CSR in that relationship. This research adopts a quantitative approach with purposive sampling of 223 respondents. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4. The results indicate that employer branding has a positive and significant influence on intention to apply. However, CSR does not significantly moderate the relationship between employer branding and intention to apply. These findings suggest that although PT KAI has actively implemented CSR initiatives, respondents’ perceptions of CSR are not yet strong enough to affect their job application intention based on the employer branding they perceive. This study contributes theoretically to the development of employer branding and CSR research in the context of youth recruitment and offers practical implications for PT KAI to enhance CSR communication and integration in its employer branding strategy."

"Menciptakan keunggulan kompetitif penting bagi perusahaan sebagai kegunaan untuk menarik para pencari kerja kompeten yang diperlukan untuk keberlanjutan bisnis. Penelitian ini bertujuan untuk menguji peran langsung employer brand attractiveness dan corporate social responsibility sebagai variabel dependen dalam memengaruhi intention to apply, serta pengaruh tidak langsung organizational reputation memediasi hubungan antara employer brand attractiveness dan corporate social responsibility terhadap intention to apply,sebagai variabel independen. Data dikumpulkan melalui kuesioner yang diberikan kepada total 315 responden. Responden adalah mahasiswa tahun terakhir dan lulusan baru yang belum memasuki dunia kerja dan merupakan bagian dari Generasi Z di Indonesia. Kuesioner menggunakan skala Likert 7 poin, dan Structural Equation Modeling (SEM) digunakan untuk menganalisis dan menjelaskan pengaruh antara variabel yang digunakan dalam studi ini. Hasil penelitian menunjukkan bahwa employer brand attractiveness dan corporate social responsibility perusahaan secara signifikan memengaruhi intention to apply. Sementara itu, organizational reputation mempengaruhi hubungan antara employer brand attractiveness dan corporate social responsibility perusahaan dengan intention to apply melalui mediasi positif. Penelitian ini memiliki beberapa keterbatasan, seperti tidak adanya detail tentang jenis perusahaan yang dituju oleh responden, penggunaan metode cross-sectional, dan pengukuran self-assessment yang dapat menyebabkan bias subjektif. Berdasarkan penelitian ini, perusahaan dapat belajar bagaimana membentuk organizational reputation yang berfungsi sebagai keunggulan kompetitif dalam meningkatkan employer brand attractiveness dan corporate social responsibility di kalangan Generasi Z sebagai calon tenaga kerja baru yang memasuki pasar kerja.

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Creating a competitive advantage is crucial for companies to attract competent job seekers necessary for business sustainability. This study aims to examine the direct role of employer brand attractiveness and CSR as dependent variables influencing the intention to apply, as well as the indirect influence of organizational reputation mediating the relationship between employer brand attractiveness and CSR on the intention to apply, as independent variables. Data were collected through questionnaires given to a total of 315 respondents, consisting of final-year students and fresh graduates who have not yet entered the workforce and are part of Generation Z in Indonesia. The questionnaire used a 7-point Likert scale, and Structural Equation Modeling (SEM) was employed to analyze and explain the relationships between the variables in this study. The results showed that employer brand attractiveness and CSR significantly affect the intention to apply. Meanwhile, organizational reputation positively mediates the relationship between employer brand attractiveness and CSR with the intention to apply. This study has several limitations, such as the lack of detail about the type of companies targeted by respondents, the use of cross-sectional methods, and self-assessment measurements that can cause subjective bias. These limitations necessitate careful interpretation of the results due to potential response variation, inability to explain post-study changes, and possible bias in the findings. Based on this research, companies can learn how to shape organizational reputation as a competitive advantage in enhancing employer brand attractiveness and CSR among Generation Z as new job market entrants."

"Corporate social responsibility dalam dunia bisnis merupakan kewajiban yang harus dilakukan oleh perusahaan sebagai bentuk kontribusi kembali terhadap lingkungan dan masyarakat sekitar. Namun, pada masa sekarang ini istilah CSR tidak hanya untuk menggambarkan tanggung jawab perusahaan kepada lingkungan dan masyarakat, tetapi lingkup CSR saat ini juga meluas kepada bentuk tanggung jawab perusahaan terhadap pegawai. Penelitian ini bertujuan untuk menganalisis pengaruh corporate social responsibility terhadap corporate reputation pada pegawai PT Aneka Tambang Tbk melalui employer branding sebagai variabel mediasi. Kuesioner disebarkan kepada 212 pegawai PT Aneka Tambang Tbk yang mengetahui pelaksanaan program CSR di perusahaan. Analisis data dilakukan dengan metode PLS-SEM (Partial Least Square Structural Equation Modelling) menggunakan perangkat lunak SmartPLS 3. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang positif dan signifikan dari corporate social responsibility terhadap corporate reputation melalui employer branding. Penelitian ini memberikan rekomendasi untuk memanfaatkan CSR dalam membangun employer branding dan meningkatkan reputasi perusahaan.

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In the business world, corporate social responsibility is an obligation that must be carried out by companies as a form of contribution to the environment and local communities. However, nowadays the term of CSR not only describes the company's responsibility towards the environment and society, but the scope of CSR now also extends to the company's responsibility towards employees. This research aims to analyze the influence of corporate social responsibility on company reputation for employees of PT Aneka Tambang Tbk through employer branding as a mediating variable. Questionnaires were distributed to 212 employees of PT Aneka Tambang Tbk who were aware of the implementation of the CSR program at the company. Data analysis was carried out using the PLS-SEM (Partial Least Square Structural Equation Modeling) method using SmartPLS 3 software. The research results show that there is a positive and significant influence of corporate social responsibility on company reputation through employer branding. This research provides recommendations for utilizing CSR in building employer branding and improving company reputation."

"Penelitian ini bertujuan untuk melihat hubungan antara kebutuhan berprestasi dan perilaku pencarian umpan balik pada mahasiswa pengusaha. Partisipan dalam penelitian ini merupakan mahasiswa pengusaha dari berbagai perguruan tinggi di Indonesia berjumlah 100 orang dan telah memiliki profit stabil dalam nominal tertentu. Kebutuhan berprestasi diukur dengan menggunakan alat ukur yang dikembangkan oleh Steers dan Braunstein yaitu Manifest Needs Questionnaire MNQ. Sementara itu perilaku pencarian umpan balik diukur dengan menggunakan alat ukur yang dikembangkan oleh Gong, Wang, Huang, dan Cheung yaitu Feedback Seeking Measures FSM. Hasil penelitian menunjukkan kebutuhan berprestasi berhubungan signifikan dengan perilaku pencarian umpan balik self negative, self positive, other negative, dan other positive.

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This study was conducted to examine the correlation between need for achievement and feedback seeking behavior of entrepreneur college students. The participant of this study were 100 Indonesia's entrepreneur college students that have stable profit in a certain nominal. Need for achievementwas measured using Steers and Braunstein's Manifest Needs Questionnaire MNQ. Meanwhile, Feedback Seeking Behavior was measured using Gong, Wang, Huang, and Cheung's Feedback Seeking Measures FSM. The results indicated there was significant correlation between need for achievement and feedback seeking behavior self negative, self positive, other negative, and other positive ."

"Tesis ini bertujuan untuk menganalisis aktivitas corporate social responsibility untuk corporate branding, dengan analisis kasus yang digunakan Program SATU Indonesia Awards dari PT Astra International Tbk. Penelitian ini menggunakan pendekatan penelitian kualitatif dengan desain deskriptif. Informan yang terlibat dalam penelitian ini adalah beberapa penerima apresiasi SATU Indonesia Awards. Hasil penelitian menunjukkan bahwa terdapat gap antara identitas yang dikomunikasikan korporasi melalui aktivitas corporate social responsibility yang berada di dalam konteks corporate branding dengan persepsi stakeholder. Serta adanya dampak dari pelaksanaan kontinuitas program corporate social responsibility dapat menjadi sebuah katalisator untuk keterlibatan beberapa elemen sosial dalam keberlangsungan program, atau biasa disebut dengan konsep penta-helix.

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This research aim to analyze the corporate social responsibility activities in the context of corporate branding, with the case analysis used is SATU Indonesia Awards program of PT Astra International Tbk. The research used qualitative approach with descriptive design. Informants involved in this research are several recipients of awards. The research indicated that there was a gap between corporate identity through corporate social responsibility within the corporate branding context, and with the stakeholder perceptions. As well as the impact a form of continuity from corporate social responsibility program can be a catalyst for the involvement of some social elements in the sustainability of the program or commonly called the concept of penta helix."

"CSR yang diwajibkan oleh Pemerintah Republik Indonesia sejak 2012, memiliki dampak tidak hanya terhadap lingkungan, tetapi juga terhadap branding. Dalam branding, dikenal istilah eco-branding yang mengacu pada pembentukan reputasi baik dengan menggunakan frasa bernada ramah lingkungan. Danone-AQUA sebagai salah satu perusahaan air minum dalam kemasan (AMDK) yang menggunakan plastik sebagai bahan kemasan, mengusung program CSR bertajuk #BijakBerplastik. Melihat adanya dampak CSR terhadap eco-branding, penelitian ini bertujuan untuk melihat sentimen publik terhadap CSR tersebut, sekaligus untuk membuktikan apakah komunikasi corporate social responsibility campaign #BijakBerplastik berdampak terhadap pembangunan eco-branding Danone-AQUA. Studi menerapkan metode kualitatif deskriptif menggunakan sentimen analisis terhadap komentar-komentar audiens Instagram @SehatAQUA. Data dikumpulkan sebanyak 184 komentar yang diambil dari postingan Instagram @SehatAQUA yang menggunakan #BijakBerplastik pada periode 1 Januari – 30 September 2022. Studi ini berkesimpulan sentimen publik terhadap konten CSR Danone-AQUA masih didominasi oleh sentimen netral, dimana kampanye CSR belum berhasil menghasilkan sikap konsumen yang positif terhadap masalah dan pesan campaign karena adanya perbedaan lingkungan dan pola pikir pengguna (Leavy, 2017). Kegagalan tersebut menyebabkan masalah dan pesan tidak dapat diterima dengan baik.

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CSR, which has been required by the Government of the Republic of Indonesia since 2012, has an impact not only on the environment but also on branding. In branding, the term eco-branding refers to the establishment of a good reputation by using environmentally friendly phrases. Danone-AQUA one of the bottled water companies that uses plastic as packaging material, carries out the #BijakBerplastik CSR program. Seeing the impact of CSR on eco-branding, this development research aims to look at public sentiment towards CSR, as well as to prove whether the #BijakBerplastik corporate social responsibility campaign communication has an impact on Danone-AQUA's eco-branding. The study applies a qualitative descriptive method using sentiment analysis on the comments of the @SehatAQUA Instagram audience. Data were collected from 184 comments taken from @SehatAQUA Instagram posts using #BijakBerplastik in the period January 1 – September 30, 2022. This study concludes that public sentiment towards Danone-AQUA's CSR content is still dominated by neutral sentiment, where CSR campaigns have not succeeded in producing positive consumer attitudes towards campaign issues and messages due to differences in the environment and user mindset (Leavy, 2017). The failure causes problems and messages cannot be received properly."

"Generasi Muslim merupakan fenomena dunia saat ini. Generasi Muslim memiliki kriteria khusus untuk memilih sebuah produk. Specs, merupakan brand sportwear lokal yang melihat kesempatan ini dengan mengeluarkan varian Specs Active Hijab. Produk ini ditujukan untuk para Hijabers yang gemar berolahraga dengan harga yang relative lebih murah dibanding kompetitor. Penelitian ini bertujuan untuk mengetahui brand personality terhadap minat beli konsumen pada sportwear Specs Active Hijab. Penelitian ini menggunakan metode kuantitatif dengan teknik pengambilan sampel purposive, dan metode analisis regresi linier berganda. Jumlah sampel yang digunakan pada penelitian ini berjumlah 100 orang responden. Hasil penelitian ini membuktikan bahwa brand personality mempunyai pengaruh terhadap minat beli pada Specs Active Hijab dan dimensi yang berpengaruh adalah competence, attractiveness, sincerity, innovation, excitement, dan ruggedness, sementara activity tidak memiliki pengaruh.

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Gen M is a world phenomenon today. The Muslim generation has specific criteria for choosing a product. Specs, is a local sportwear brand that is able to see this opportunity by releasing the Specs Active Hijab variant. This product is intended for the Hijabers who likes to exercise at a price that is relatively cheaper than competitors. This study aims to determine the brand personality of consumer purchase intention in sportwear Specs Active Hijab. This research uses quantitative method with purposive sampling technique, and multiple regression analysis method. The number of samples used in this study amounted to 100 respondents. The results of this study prove that brand personality has an influence on purchase intention in Specs Active Hijab and the influencing dimensions in this reaserch are competence, attractiveness, sincerity, innovation, excitement, and ruggedness, while one dimension named activity has no influence at all. "

"Program magang yang tersedia untuk mahasiswa memberikan berbagai manfaat untuk pengembangan keterampilan dan pengalaman profesional mahasiswa. Namun, mahasiswa juga dihadapkan dengan kesulitan terkait dengan tuntutan pekerjaan yang dapat menyebabkan stres kerja. Penelitian ini bertujuan untuk melihat hubungan antara stres kerja dan keterlibatan kerja serta peran moderasi dari perceived social support pada mahasiswa magang. Partisipan berjumlah 107 mahasiswa aktif Universitas Indonesia berusia 18-25 tahun yang sedang melakukan magang. Penelitian ini menemukan bahwa 24,6% varians skor keterlibatan kerja dapat dijelaskan oleh stres kerja dan perceived social support secara signifikan (p<0,05). Stres kerja (β=-0,272, t(103)=-3,589, p<0,05) dan perceived social support (β=0,269, t(103)=4,541, p<0,05) berhubungan dengan keterlibatan kerja mahasiswa magang secara signifikan. Hasil analisis moderasi menunjukkan bahwa perceived social support tidak dapat memoderasi hubungan stres kerja dan keterlibatan kerja mahasiswa magang (β=0,0045, t(103)=0,6063, p>0,05).

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.The internship programs for university students provide various benefits for skill developments and professional experiences. However, students are also faced with difficulties related to job demands that may cause job stress. This study aimed to examine the relationship between job stress and job involvement and the moderating role of perceived social support in internship students. The 107 participants were active Universitas Indonesia students aged 18-25 years old who were doing internships. This study found that 24.6% of the variance in job involvement scores could be explained by job stress and perceived social support significantly (p<.05). Job stress (β=-.272, t(103)=-3.589, p<.05) and perceived social support (β=.269, t(103)=4.541, p<.05) were significantly associated with interns' job involvement. The moderation analysis results showed that perceived social support could not moderate the relationship between job stress and job involvement of student interns (β=.0045, t(103)=.6063, p>.05)."

"Penelitian ini bertujuan untuk mengetahui pengaruh persepsi person-organization fit terhadap organizational attractiveness baik secara langsung maupun dimediasi oleh employer branding dan use of social media. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan cross-sectional design dan metode purposive sampling untuk mengumpulkan data primer. Sampel dalam penelitian ini diperoleh dari 311 Mahasiswa Strata 1 dan Strata 2 di Indonesia dan pengolahan data dilakukan dengan menggunakan metode Structural Equation Modelling (SEM). Hasil penelitian ini menunjukkan bahwa persepsi person-organization fit memiliki pengaruh negatif terhadap organizational attractiveness, namun persepsi person-organization fit memiliki pengaruh positif terhadap employer branding dan use of social media. Kemudian employer branding dan use of social media ditemukan memiliki pengaruh positif terhadap organizational attractiveness. Sehingga employer branding dan use of social media memediasi pengaruh persepsi person-organization fit terhadap organizational attractiveness secara penuh. Selain itu, employer branding juga ditemukan memiliki pengaruh negatif terhadap use of social media.

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he study aim to discover the effects of perceived person-organization fit on organizational attractiveness both directly and mediated by employer branding dan use of social media. This study uses a quantitative approach with cross-sectional design and purposive sampling method to collect primary data. Sample was obtained from 311 Undergraduate and Graduate Students in Indonesia while data is analyzed using Structural Equation Modelling (SEM). Result indicates that perceived person-organization fit has a negative effect on organizational attractiveness, but perceived person organization fit has a positive effect on employer branding and use of social media. Afterward employer branding and use of social media was found to have a positive effect on organizational attractiveness. Which means employer branding and use of social media fully mediate the effect of perceived person-organization fit on organizational attractiveness. In addition, employer branding was also found to have a negative effect on use of social media.

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"Penelitian ini bertujuan untuk mengetahui dimensi employer branding yang terdapat di Dompet Dhuafa dan juga untuk mengetahui faktor-faktor yang menjadi alasan karyawan bertahan dan keluar dari Dompet Dhuafa sebagai salah satu organisasi yang menerapkan Faith Based Organization (FBO). Penelitian ini menggunakan penggabungan dua desain penelitian yaitu penelitian deskriptif dengan menggunakan metode kuantitatif dimana pengumpulan data dilakukan melalui penyebaran kuesioner dan eksploratif dengan menggunakan metode kualitatif pengumpulan data dilakukan melalui wawancara mendalam. Hasil penelitian ini menunjukan bahwa dimensi employer branding yang dikembangkan Berthon et al., (2005) dan (Alniacik & Alniacik, 2012) untuk organisasi profit tidak seluruhnya dapat diaplikasikan untuk Faith Based Organization (FBO) seperti Dompet Dhuafa. Hal tersebut dikarenakan strategi Human Resources yang dimiliki Dompet Dhuafa bukan untuk employee retention tetapi untuk mendapatkan karyawan muda yang inovatif dan kreatif sesuai dengan nilai yang dimiliki Dompet Dhuafa. Selanjutnya berdasarkan hasil wawancara mendalam ditemukan juga dimensi baru yang penting pada Faith Based Organization (FBO) seperti Dompet Dhuafa yaitu dimensi nilai agama (spiritual value).

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The purpose of this research are to know the employer Branding dimensions in Dompet Dhuafa and the factors that can be the reason for the employer to ?stay? or ?leave? from Dompet Dhuafa as one of the Faith-Based Organization (FBO). This research uses two research design: descriptive research with quantitative method which using the data that collected by spreading the questiner and explorative research with qualitative method which using the data that obtain by in-depth interview. The results of this research indicate that the dimensions of employer branding developed by Berthon et al., (2005) and (Alniacik & Alniacik, 2012) for profit organizations are not entirely applicable to Faith Based Organization (FBO) such as the Dompet Dhuafa. There are because the Human Resources strategy in Dompet Dhuafa not for employee retention but to get young employees are innovative and creative that is related with Dompet Dhuafa?s values. Furthermore, based on the results of in-depth interviews also found an important new dimension in Faith Based Organization (FBO) such as the Dompet Dhuafa is spiritual value."