Dampak Employer Branding terhadap Minat Melamar Mahasiswa dengan Penggunaan Media Sosial sebagai Variabel Moderator

Wijaya, Troy (2023) Dampak Employer Branding terhadap Minat Melamar Mahasiswa dengan Penggunaan Media Sosial sebagai Variabel Moderator. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Employer branding merupakan unsur penting pada perusahaan karena menjadi cerminan citra perusahaan bagi para calon pekerja. Employer branding sendiri dapat digunakan untuk meningkatkan minat melamar calon karyawan serta dapat dimaksimalkan penggunaannya dalam platform media sosial. Penelitian ini bertujuan untuk mengetahui pengaruh dari employer branding terhadap minat melamar dengan menggunakan media sosial sebagai variabel moderator. Subjek penelitian ini adalah 409 mahasiswa dari 10 besar peguruan tinggi terbaik Indonesia yang sedang berkuliah pada tahun ketiga di tahun 2022. Objek penelitian ini adalah perusahaan start-up di Indonesia. Penelitian ini menggunakan metode kuantitatif, dengan pendekatan purposive sampling. Penelitian ini juga menggunakan survey dan analisa data melalui PLS-SEM. Penelitian ini menunjukkan hanya satu dari lima indikator employer branding yaitu application value, memiliki dampak signifikan terhadap minat melamar. Penelitian ini juga menunjukkan bahwa media sosial kurang signifikan dalam memoderasi employer branding dengan minat melamar. Hasil penelitian tersebut disebabkan antara lain oleh layoff yang dilakukan perusahaan start-up dan latar belakang demografis responden. Penelitian ini diharapkan mampu memberi landasan dan pandangan terkait dampak employer branding dan penggunaan media sosial bagi minat melamar bagi perusahaan terkait.
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Employer branding is important in business because it reflects the company's image to prospective employees. Employer branding itself can be used to increase willingness to apply for prospective employees, and its use can be maximized on social media platforms. This study aims to determine the effect of employer branding on willingness to apply by using social media as a moderator variable. The subjects of this study were 409 students from the top 10 best tertiary institutions in Indonesia who are currently studying in their third year in 2022. The object of this research is start-up companies in Indonesia. This study uses a quantitative method with a purposive sampling approach. This study also uses surveys and data analysis through PLS-SEM. This research shows that only one of the five indicators of employer branding, namely application value, has a significant impact on willingness to apply. This research also shows that social media is less significant in moderating employer branding and willingness to apply. The results of this study were due, among other things, to the layoffs made by start-up companies and the demographic background of the respondents. This research is expected to be able to provide a foundation and views regarding the impact of employer branding and the use of social media on willingness to apply for related companies.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Employer Branding, Willingness to Apply, Start Up, Social Media, Minat Melamar, Media Sosial
Subjects:	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:	Troy Theofilus Wijaya
Date Deposited:	06 Feb 2023 04:03
Last Modified:	06 Feb 2023 04:03
URI:	http://repository.its.ac.id/id/eprint/96240

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