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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