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"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."

"Penelitian ini bertujuan untuk menguji pengaruh employer brand attractiveness terhadap intensi untuk melamar pekerjaan dengan menggunakan reputasi organisasi sebagai variabel mediasi. Variabel employer brand attractiveness diukur dengan beberapa indikator dari Berthon, untuk variabel reputasi organisasi diukur menggunakan indikator dari Bergammi dan Bagozzi, dan yang terakhir untuk variabel intensi untuk melamar pekerjaan diukur menggunakan beberapa indikator dari Lievens et al. Penelitian ini menggunakan pendekatan kuantitatif, dimana pengumpulan data dilakukan melalui penyebaran kuesioner dengan jumlah responden terkumpul sebanyak 425 responden. Analisis data pada penelitian ini dilakukan dengan analisis deskriptif, analisis regresi sederhana dan analisis regresi berganda, analisis mediasi (causal step), dan analisis sobel test. Hasil penelitian menunjukkan bahwa daya tarik merek perusahaan mempengaruhi intensi untuk melamar pekerjaan secara signifikan; employer brand attractiveness mempengaruhi reputasi organisasi secara signifikan; dan reputasi organisasi mempengaruhi intensi untuk melamar pekerjaan secara positif. Hasil analisis mediasi menunjukkan bahwa reputasi organisasi tidak memediasi pengaruh employer brand attractiveness terhadap intensi untuk melamar pekerjaan dalam penelitian ini.

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This study aims to examine of Employer Brand Attractiveness on Intention to Apply by considering organizational reputation as a mediating variable. Employer Brand Attractiveness variable is measured by several indicators from Berthon, for organizational reputation measured by several indicators by Bergammi and Bagozzi, and the last for intention to apply variable measures by several indicators from Lievens et al. The study uses quatitative approach, collecting data by distributing questionnaires with 425 respondents collected. Data analysis was done by descriptive analysis, regression analysis, mediation analysis (causal step) and sobel test analysis. The results showed that employer brand attractiveness affect intention to apply significantly; employer brand attractiveness affects organizational reputation significantly; and organizational reputation affects intention to apply significantly. Based on mediation analysis, organizational reputation does not mediate the effect of employer brand attractiveness on intention to apply."

"ABSTRAKPenelitian ini membahas mengenai pengaruh reputasi perusahaan, kesesuaian nilai yang dianut antara individu dengan perusahaan, dan atribut pekerjaan terhadap daya tariknya di mata mahasiswa yang sebentar lagi akan mencari pekerjaan melalui identifikasi sosial kognitif dan persepsi sikapnya sebagai mediasi. Hasil penelitian menunjukkan reputasi perusahaan tidak berpengaruh, sementara kesesuaian nilai dan atribut pekerjaan berpengaruh terhadap daya tarik perusahaan sebagai tempat bekerja yang baik.

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ABSTRACTThis study aims to identify the effect of company reputation, value congruence, and job attributes towards the employer brand attractiveness from the perspective of final year student, mediated by social identity cognitive and attitude. The result from this study shows that company reputation is not affecting the employer brand attractiveness, meanwhile value congruence and job attributes significantly affect the employer brand attractiveness."

"Penelitian ini bertujuan untuk menguji pengaruh employer brand attractiveness terhadap intensi untuk melamar pekerjaan dengan menggunakan reputasi organisasi sebagai variabel mediasi. Variabel employer brand attractiveness diukur dengan beberapa indikator dari Berthon, untuk variabel reputasi organisasi diukur menggunakan indikator dari Bergammi dan Bagozzi, dan yang terakhir untuk variabel intensi untuk melamar pekerjaan diukur menggunakan beberapa indikator dari Lievens et al. Penelitian ini menggunakan pendekatan kuantitatif, dimana pengumpulan data dilakukan melalui penyebaran kuesioner dengan jumlah responden terkumpul sebanyak 425 responden. Analisis data pada penelitian ini dilakukan dengan analisis deskriptif, analisis regresi sederhana dan analisis regresi berganda, analisis mediasi (causal step), dan analisis sobel test. Hasil penelitian menunjukkan bahwa daya tarik merek perusahaan mempengaruhi intensi untuk melamar pekerjaan secara signifikan; employer brand attractiveness mempengaruhi reputasi organisasi secara signifikan; dan reputasi organisasi mempengaruhi intensi untuk melamar pekerjaan secara positif. Hasil analisis mediasi menunjukkan bahwa reputasi organisasi tidak memediasi pengaruh employer brand attractiveness terhadap intensi untuk melamar pekerjaan dalam penelitian ini.This study aims to examine of Employer Brand Attractiveness on Intention to Apply by considering organizational reputation as a mediating variable. Employer Brand Attractiveness variable is measured by several indicators from Berthon, for organizational reputation measured by several indicators by Bergammi and Bagozzi, and the last for intention to apply variable measures by several indicators from Lievens et al. The study uses quatitative approach, collecting data by distributing questionnaires with 425 respondents collected. Data analysis was done by descriptive analysis, regression analysis, mediation analysis (causal step) and sobel test analysis. The results showed that employer brand attractiveness affect intention to apply significantly; employer brand attractiveness affects organizational reputation significantly; and organizational reputation affects intention to apply significantly. Based on mediation analysis, organizational reputation does not mediate the effect of employer brand attractiveness on intention to apply."

"Penelitian ini bertujuan untuk mengetahui peran employer brand dalam memperkuat hubungan brand personality dan employer brand attractiveness. Responden dalam riset kali ini melibatkan 415 sampel mahasiswa aktif S1 dari Universitas Indonesia (Fakultas Ekonomi dan Bisnis serta Fakultas Ilmu Komputer) serta mahasiswa Institut Teknologi Bandung (Program Studi Teknik Informatika). Syarat responden riset adalah mahasiswa tingkat akhir atau pernah magang setidaknya satu bulan. Pengujian data dilakukan secara simultan dengan metode Structural Equation Method (SEM). Berdasarkan penelitian yang dilakukan, dapat disimpulkan bahwa brand personality sincerity, competence, excitement, dan sophistication secara signifikan mempengaruhi employer brand attractiveness. Pengaruhi tersebut dimediasi oleh employer brand affect serta employer brand trust, dimana efek employer brand affect juga dimediasi oleh employer brand reputation. Berdasarkan hasil tersebut, berikut masukan kepada GO-JEK bahwa untuk dapat menarik minat calon pegawai. GO-JEK harus menciptakan perasaan positif pada pegawai potensial, pesan-pesan tersebut adalah pesan yang mencerminkan kejujuran serta adanya janji kepastian kerja.

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The purpose of this research to examine the role of employer brand in strengthening the relationship between brand Personality and employer brand attractiveness. Data was collected from 415 registered students University of Indonesia (Faculty of Economic and Business as well as Faculty of Computer Science) as well as Bandung Institute of Technology (Information Engineering), specifically final year students or students with at least one-month internship experience. The data was tested using Structural Equation Method (SEM). The result shows brand personality traits sincerity, competence, excitement, and significantly and positively impact employer brand attractiveness. The effect is mediated by employer brand affect and employer brand trust, where employer brand affects effect is mediated by employer brand reputation. Based on the findings, the author would like to propose a few strategies to GO-JEK to maximized its employer brand effort. GO-JEK should able to create positive messages which highlights honesty as well as job certainty. Potential employee are interested to work at GO-JEK due to the fact that GO-JEK brands are able to convey youthfulness, honesty, as well as a brand that is successful which in turn elicit a positive response from university students. Thus, the university students feel that GO-JEK is a trustworthy employer and that job certainty at GO-JEK. It can conclude that those are the reasons potential employee are interested to work at GO-JEK."