Analisis Pengaruh Employer Branding Terhadap Minat Melamar Kerja Sebagai Competitive Advantage Pada Perusahaan Start-Up

Hasyatamma, Mareta Putri (2022) Analisis Pengaruh Employer Branding Terhadap Minat Melamar Kerja Sebagai Competitive Advantage Pada Perusahaan Start-Up. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

	Text 09111840000018_Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 April 2024. Download (5MB) | Request a copy
	Text 09111840000018_Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 April 2024. Download (5MB) | Request a copy
	Text 09111840000018_Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 April 2024. Download (5MB) | Request a copy
	Text 09111840000018_Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 April 2024. Download (5MB) | Request a copy

Abstract

Employer Branding merupakan salah satu hal penting dalam strategi suatu perusahaan untuk menarik para pencari kerja untuk bergabung agar dapat bersaing dengan perusahaan lain. Menurut survey yang dilakukan oleh (Linkedin, 2016), 72% dari perekrut atau HRD menyetujui bahwa employer brand memiliki efek yang signifikan pada proses rekrutmen itu sendiri. Berdasarkan Laporan (Lawson HR Group, 2017) 65% job seekers tidak akan mengambil pekerjaan pada suatu perusahaan apabila employer branding yang ada menunjukkan reputasi yang buruk. Dari hasil survei tren minat dan perilaku di era new normal dari Deka Insight bekerja sama dengan Job2Go yang diikuti oleh 522 orang menunjukkan bahwa 36% responden menyatakan tertarik untuk bekerja pada bidang Start-Up. Penelitian sebelumnya telah membahas tentang employer branding, minat melamar pekerjaan, dan keunggulan bersaing, namun belum ada yang membahas dari sudut pandang Generasi Z dan pendapat mereka tentang minat untuk memasuki perusahaan Start- Up. Tujuan dari adanya penelitian ini adalah untuk mengetahui perspektif dari Generasi Z mengenai ketertarikan mereka dalam melamar kerja dari employer branding perusahaan karena nantinya pemegang kekuasaan dari perusahaan dilakukan oleh Generasi Z agar perusahaan dapat unggul dalam competitive advantage. Oleh karena itu, penelitian ini berfokus pada pendapat Generasi Z yang lahir pada tahun 1997-2003 karena menyesuaikan usia kerja sesuai dengan Peraturan Pemerintah. Penelitian ini dilakukan dengan pendekatan kuantitatif dan menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) dalam menganalisis data yang diperoleh. Untuk memperoleh data, penelitian ini menggunakan kuesioner yang disebarkan secara online dengan menggunakan teknik snowball dan telah mendapatkan 110 responden dari minimal 97 responden. Terdapat tiga hipotesis diantaranya hubungan dari antar variabel menurut Generasi Z kelahiran 1997-2003 dan berminat untuk mendaftar pada perusahaan start-up, diantaranya (1) employer branding dengan minat melamar kerja, (2) minat melamar kerja dengan competitive advantage, dan (3) employer branding dengan competitive advantage. Dari tiga hipotesis yang ada dari penelitian ini, semuanya dinyatakan diterima sesuai dengan standar-standar yang telah ditentukan.
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Employer Branding is one of the important things in a company's strategy to attract job seekers to join in order to compete with other companies. According to (Linkedin, 2016), 72% of recruiters or HRD agree that the employer brand has a significant effect on the recruitment process itself. Based on the Report (Lawson HR Group, 2017) 65% of job seekers will not take a job at a company if a company has a branding that shows a bad reputation. From the survey results of interest and behavior trends in the new normal era from Deka Insight in collaboration with Job2Go which was attended by 522 people, it shows that 36% of respondents stated that they are interested in working in the Start-Up field. Previous research has discussed employer branding, interest in applying for jobs, and competitive advantage, but none has discussed from the perspective of Generation Z and their opinions about entering a Start-Up company. The purpose of this research is to find out the perspective of Generation Z regarding their interest in applying for jobs from the employer branding of the company because later the power holder of the company will be carried out by Generation Z so that the company can excel in competitive advantage. Therefore, this study focuses on the opinion of Generation Z who were born in 1997- 2003 because they adjust their working age according to Government Regulations. This research was conducted with a quantitative approach and used Partial Least Square-Structural Equation Modeling (PLS-SEM) in analyzing the data obtained. To obtain data, this study used a questionnaire distributed online using snowball technique and has obtained 110 respondents from a minimum of 97 respondents. There are three hypotheses including the relationship between variables according to Generation Z born in 1997-2003 and interested in registering with start-up companies, including (1) employer branding with an interest in applying for work, (2) interest in applying for jobs with competitive advantages, and (3) employer branding with competitive advantage. Of the three existing hypotheses from this study, all of them were declared accepted in accordance with predetermined standards.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Competitive Advantage, Employer Branding, Generasi Z Kelahiran 1997-2003, Job Seekers, Minat Melamar Kerja, Generasi Z born in 1997-2003, Interested in Applying Job, Job Seekers.
Subjects:	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:	Mareta Putri Hasyatamma
Date Deposited:	11 Feb 2022 03:29
Last Modified:	11 Feb 2022 04:31
URI:	http://repository.its.ac.id/id/eprint/93545

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