PENGARUH EMPLOYER ATTRACTIVENESS DAN CORPORATE REPUTATION TERHADAP INTENSI MELAMAR KERJA TALENTA DIGITAL GENERASI Z PADA STARTUP UNICORN INDONESIA

DITA FITRI WIDIANTI; ARIF MURTI R

doi:10.23917/dayasaing.v24i1.16169

PENGARUH EMPLOYER ATTRACTIVENESS DAN CORPORATE REPUTATION TERHADAP INTENSI MELAMAR KERJA TALENTA DIGITAL GENERASI Z PADA STARTUP UNICORN INDONESIA

DITA FITRI WIDIANTI^(1*), ARIF MURTI R⁽²⁾

(1)
(2)
(*) Corresponding Author

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh employer attractiveness dan corporate reputation terhadap intensi melamar kerja talenta digital generasi Z pada Startup Unicorn Indonesia. Populasi yang digunakan dalam penelitian ini, yaitu lulusan perguruan tinggi tahun 2020 di Pulau Jawa yang mempunyai kemampuan digital dan termasuk generasi Z dengan teknik pengambilan sampel menggunakan purposive sampling. Metode yang dipergunakan adalah analisis kuantitaif dan menggunakan teknik SEM-PLS dengan bantuan Software Smart PLS. Hasilnya menunjukkan bahwa employer attractiveness dan corporate reputation berpengaruh signifikan terhadap intensi melamar kerja talenta digital generasi Z.

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DOI: 10.23917/dayasaing.v24i1.16169