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 E-Recruitment dan Employer
Branding terhadap Intention To Apply pada Generasi Z di Kota Padang dengan Corporate
Reputation sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif
dengan metode survei melalui penyebaran kuesioner kepada mahasiswa 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 E-Recruitment terhadap
Intention To Apply, dan mampu memediasi pengaruh Employer Branding terhadap
Intention To Apply. Temuan ini menunjukkan bahwa pembentukan reputasi perusahaan dan
penguatan Employer Branding menjadi faktor penting dalam meningkatkan minat melamar
kerja pada Generasi Z.

SUMMERY
This study aims to analyze the influence of E-Recruitment and Employer Branding
on Intention To Apply among Generation Z in 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 E-Recruitment 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. In addition, Corporate Reputation has a significant effect on
Intention To Apply and is able to mediate the effect of E-Recruitment on Intention To Apply,
and is able to mediate the effect 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.