Dampak Employer Branding dan Work-life Balance Terhadap Employee Retention Melalui Job Satisfaction

Marshal, Alief (2025) Dampak Employer Branding dan Work-life Balance Terhadap Employee Retention Melalui Job Satisfaction. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Talent Trends 2023 dari Page Insights menunjukkan bahwa persentase resign global terus meningkat selama 2019-2022. “Indonesia Hopes and Fears Survey” pada tahun 2024 mengungkap bahwa 76% dari 1000 pegawai Indonesia memilih untuk mencari pekerjaan baru dikarenakan ingin mencari tempat berkembang yang lebih baik. Penelitian ini mengeksplorasi dampak dari employer branding dan work-life balance terhadap employee retention, dengan job satisfaction sebagai mediator. Penelitian ini dilakukan dengan metode survei secara online kepada 150 pegawai di Indonesia berusia 18-56 tahun yang telah bekerja setidaknya selama 1 tahun dengan perusahaan yang setidaknya telah berdiri selama 3 tahun. Hasil penelitian menunjukkan bahwa employer branding memiliki pengaruh positif terhadap job satisfaction dan employee retention, serta work-life balance memiliki pengaruh positif terhadap job satisfaction. Job satisfaction memainkan peran mediasi dalam hubungan antara employer branding dan work-life balance terhadap employee retention. Peneliti merekomendasikan agar perusahaan mempertimbangkan penguatan employer branding dan kebijakan work-life balance untuk strategi employee retention. Peneliti merekomendasikan untuk memperbesar sampel agar memiliki wawasan yang lebih baik tentang tren perilaku pegawai di Indonesia.
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The Talent Trends 2023 report by Page Insights has shown that there has been an increase in the percentage of global resignations from 2019-2022. A survey conducted by PwC in 2024 called the 'Indonesia Hopes and Fears Survey' revealed that 19% of 1000 Indonesian employees chose to seek new job opportunities. This is believed to be due to changes in job satisfaction following the year of 2022-2023. The impact of employer branding and work-life balance on employee retention, with job satisfaction as a mediator, was explored in this study. The study involved an online survey of 120 employees in Indonesia aged 18-56 years, who had been with their company for at least 1 year and the company itself had been established for at least 3 years. The results showed that employer branding have a positive influence on job satisfaction and employee retention, while work-life balance did have a positive influence only on job satisfaction. It was also found that job satisfaction played a mediating role in the relationship between work-life balance and employee retention. The research recommends that companies take these findings into consideration when addressing employee retention strategies with employer branding strengthening and work-life balance policies. In the future, researcher recommended to enlarge their sample in order to have better insight in Indonesia talent behaviour trend.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Employee Retention, Employer Branding, Job Satisfaction, Work-life Balance
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Alief Marshal
Date Deposited:	30 Jan 2025 07:27
Last Modified:	30 Jan 2025 07:27
URI:	http://repository.its.ac.id/id/eprint/117240

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