Pengaruh Employer Branding dan E-Recruitment terhadap Intention to Apply dengan Corporate Reputation sebagai Variabel Mediasi
DOI:
https://doi.org/10.55606/jupiman.v5i3.6973Keywords:
Corporate Reputation, Employer Branding, E-Recruitment, Generation Z, Intention to ApplyAbstract
The development of digitalization and increasingly competitive labor markets require companies to attract qualified job applicants. In this context, Employer Branding and E-Recruitment are important factors that can shape applicants’ perceptions and increase their Intention to Apply. This study aims to examine and analyze the effects of Employer Branding and E-Recruitment on Intention to Apply, their effects on Corporate Reputation, and the role of Corporate Reputation as a mediating variable. This study employed a quantitative approach with a cross-sectional design and survey method. The population consisted of Generation Z in Indonesia who were final-year university students or fresh graduates within a maximum of one year and were actively seeking or planning to seek employment. The sample was selected using purposive sampling, while data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results indicate that Employer Branding has a positive and significant effect on Intention to Apply (β = 0.196; p = 0.016) and Corporate Reputation (β = 0.369; p = 0.000). E-Recruitment also has a positive and significant effect on Intention to Apply (β = 0.314; p = 0.002) and Corporate Reputation (β = 0.471; p = 0.000). However, Corporate Reputation does not have a significant effect on Intention to Apply (p = 0.089) and does not mediate the effects of Employer Branding or E-Recruitment on Intention to Apply. Therefore, Employer Branding and E-Recruitment are direct determinants of Intention to Apply, while Corporate Reputation functions more as an outcome rather than a mediating variable.
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