PENGARUH E-RECRUITMENT DAN EMPLOYER BRANDING TERHADAP INTENTION TO APPLY BAGI GEN Z DENGAN CORPORATE REPUTATION SEBAGAI VARIABEL MEDIASI

RINGKASAN

Penelitian ini bertujuan untuk menganalisis pengaruh EiRecruitment d.an Employer Branding terhadap Intention To Apply pada Generasi Z d:i: Kota Padang dengan Corporate Reputation sebagai variabel rnediasi. Penelitian ini menggunakan pendeka.tan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada rnahasiswa Fakultas Ekonomi dan Bisnis Universitas Dharma Andalas yang telah mengikuti program magang dan termasuk Generasi Z. Data dianalisis menggunakan metode SEM-PLS untuk menguji hubungan langsung dan. tidak langsung antarvariabel. Hasil penelitian menunjukkan bahwa E-Recruitment tidak berpengaruh signifikan terhadap Intention To Apply, namun berpengaruh signifikan terhadap Corporate Reputation. Employer Branding tidak berpengaruh signifikan terhadap Intention To Apply, namun terbukti berpengaruh signifikan terhadap Corporate Reputation. Selain itu, Corporate Reputation berpengaruh signifikan terhadap Intention To Apply serta mampu memediasi pengaruh £-Recruitment terhadap Intention To, Apply, dan mampu memediasi pengaruh Employer Branding terhad.ap Intention To Apply. Temuan ini menunjukkan bahwa pembentukan reputasi perusahaan dan penguatan Employer Branding menjadi faktor pentin.g dalam meningkatkan minat melamar kerja pada Generasi Z.

SUMMERY

This study aims to analyze the influence ofE-Recruit1nent and Employer Branding on Intention To Apply among Generation Zin Padang City with Corporate Reputation as a mediating variable. This study uses a quantitative approach with a survey method by distributing questionnaires to students of• the Faculty of Economics and Business, Dharma
Andalas University who have participated in internship, programs and are included in Generation Z. Data were analyzed using the SEM-PLS method to test the direct and indirect relationships between variables. The results show that EiRecruitment has no significant effect on Intention To, Apply, but has a significant effect on Corporate Reputation. Employer Branding has no significant effect on Intention To Apply, but has a significant effect on Corporate Reputation. ln addition, Corporate Reputation has a significant effect on Intention To Apply and is able to mediate the effect of £-Recruitment on Intention To Apply,
and is able to mediate the e:ffect of Employer Branding on Intention To Apply. These findings indicate that building a company's reputation and strengthening Employer Branding are important factors in increasing interest in applying for jobs among Generation Z.