Dampak Employer Attractiveness Dan Use Of Social Media Terhadap Job Pursuit Intention Mahasiswa Calon Lulusan Dengan Corporate Reputation Sebagai Variabel Mediasi

Roso, Henokh Christvino (2025) Dampak Employer Attractiveness Dan Use Of Social Media Terhadap Job Pursuit Intention Mahasiswa Calon Lulusan Dengan Corporate Reputation Sebagai Variabel Mediasi. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Lulusan perguruan tinggi semakin lama semakin meningkat, namun tanpa diimbangi lapangan kerja mendorong perusahaan memahami preferensi unik generasi Z dalam memilih pekerjaan. Penelitian ini bertujuan untuk mengevaluasi dampak employer attractiveness dan use of social media terhadap Job Pursuit Intention mahasiswa calon lulusan, dengan menempatkan corporate reputation sebagai variabel mediasi. Melalui pendekatan kuantitatif, penelitian ini melibatkan mahasiswa dari 10 universitas terbaik di Indonesia untuk memberikan wawasan tentang kecenderungan perilaku pencarian kerja mereka. Penelitian ini melibatkan 335 responden yang tersebar di 10 universitas terbaik di Indonesia. Data analisis menggunakan metode partial least square-structural equation modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa employer attractiveness memiliki pengaruh signifikan terhadap Job Pursuit Intention baik secara langsung maupun melalui mediasi corporate reputation, begitu juga dengan use of social media memiliki pengaruh signifikan terhadap Job Pursuit Intention baik secara langsung maupun melalui mediasi corporate reputation. Temuan ini menegaskan pentingnya peningkatan daya tarik perusahaan dan pentingnya penggunaan sosial media untuk meningkatkan corporate reputation agar calon lulusan tertarik untuk melamar pekerjaan pada perusahaan terkait.
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College graduates are increasingly graduating, but the lack of job opportunities encourages companies to understand Generation Z's unique preferences in choosing a job. This study aims to evaluate the impact of employer attractiveness and use of social media usage on Job Pursuit Intention of graduating students, by placing company reputation as a mediating variable. Through a quantitative approach, this study involves students from 10 top universities in Indonesia to provide insight into their job search behavior tendencies. This study involved 335 respondents spread across 10 of the best universities in Indonesia. Data was analyzed using partial least square-structural equation modeling (PLS-SEM) method. The results showed that employer attractiveness has a significant influence on Job Pursuit Intention both directly and through the mediation of corporate reputation, as well as the use of social media has a significant influence on Job Pursuit Intention both directly and through the mediation of corporate reputation. This finding confirms the importance of increasing company attractiveness and the importance of using social media to improve company reputation so that prospective graduates are interested in applying for jobs at related companies.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Corporate reputation, Employer attractiveness, Job Pursuit Intention, Mahasiswa calon lulusan, Use of Social Media, final-year student
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5549 Job analysis. Personnel management. Employment management
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Henokh Christvino Roso
Date Deposited:	29 Jul 2025 07:25
Last Modified:	29 Jul 2025 07:25
URI:	http://repository.its.ac.id/id/eprint/122646

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