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Tanggung jawab sosial perusahaan telah menjadi elemen penting bagi perusahaan terkait employer branding. Dampak dari employer branding (EB) perusahaan bergantung pada bagaimana penerima informasi menafsirkan pesan atau impresi yang perusahaan lakukan. Penelitian ini bertujuan untuk menguji pengaruh sikap generasi millennial sebagai pencari kerja terkait kegiatan CSR terhadap daya tarik organisasi berbasis CSR. Peneliti melakukan studi empiris di Indonesia, mengumpulkan data dari sampel millennials yang berasal dari tiga universitas ternama. Data yang diperoleh diolah menggunakan SPSS, kemudian di analisis menggunakan model regresi sederhana. Hasil penelitian menunjukkan bahwa sikap generasi millennial terkait Corporate Social Responsibility memiliki pengaruh terhadap Employer Attractiveness berbasis Corporate Social Responsibility.

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Corporate social responsibility has become an important element for companies related to employer branding. The impact of a company's employer branding depends on how the recipient of the information interprets the message or impression from the company. The aim of this research is to examine how millennial job seekers’ attitudes toward CSR influence CSR-based employer attractiveness (EA). This research conducted an empirical study in Indonesia, collecting data from Millennials who came from the top three universities. The data processed using SPSS, then analyzed using regression model. The results indicates that the attitude of the millennial generation has an impact on CSR-based employer attractiveness.

 

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"Menciptakan keunggulan kompetitif penting bagi perusahaan sebagai kegunaan untuk menarik para pencari kerja kompeten yang diperlukan untuk keberlanjutan bisnis. Penelitian ini bertujuan untuk menguji peran langsung employer brand attractiveness dan corporate social responsibility sebagai variabel dependen dalam memengaruhi intention to apply, serta pengaruh tidak langsung organizational reputation memediasi hubungan antara employer brand attractiveness dan corporate social responsibility terhadap intention to apply,sebagai variabel independen. Data dikumpulkan melalui kuesioner yang diberikan kepada total 315 responden. Responden adalah mahasiswa tahun terakhir dan lulusan baru yang belum memasuki dunia kerja dan merupakan bagian dari Generasi Z di Indonesia. Kuesioner menggunakan skala Likert 7 poin, dan Structural Equation Modeling (SEM) digunakan untuk menganalisis dan menjelaskan pengaruh antara variabel yang digunakan dalam studi ini. Hasil penelitian menunjukkan bahwa employer brand attractiveness dan corporate social responsibility perusahaan secara signifikan memengaruhi intention to apply. Sementara itu, organizational reputation mempengaruhi hubungan antara employer brand attractiveness dan corporate social responsibility perusahaan dengan intention to apply melalui mediasi positif. Penelitian ini memiliki beberapa keterbatasan, seperti tidak adanya detail tentang jenis perusahaan yang dituju oleh responden, penggunaan metode cross-sectional, dan pengukuran self-assessment yang dapat menyebabkan bias subjektif. Berdasarkan penelitian ini, perusahaan dapat belajar bagaimana membentuk organizational reputation yang berfungsi sebagai keunggulan kompetitif dalam meningkatkan employer brand attractiveness dan corporate social responsibility di kalangan Generasi Z sebagai calon tenaga kerja baru yang memasuki pasar kerja.

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Creating a competitive advantage is crucial for companies to attract competent job seekers necessary for business sustainability. This study aims to examine the direct role of employer brand attractiveness and CSR as dependent variables influencing the intention to apply, as well as the indirect influence of organizational reputation mediating the relationship between employer brand attractiveness and CSR on the intention to apply, as independent variables. Data were collected through questionnaires given to a total of 315 respondents, consisting of final-year students and fresh graduates who have not yet entered the workforce and are part of Generation Z in Indonesia. The questionnaire used a 7-point Likert scale, and Structural Equation Modeling (SEM) was employed to analyze and explain the relationships between the variables in this study. The results showed that employer brand attractiveness and CSR significantly affect the intention to apply. Meanwhile, organizational reputation positively mediates the relationship between employer brand attractiveness and CSR with the intention to apply. This study has several limitations, such as the lack of detail about the type of companies targeted by respondents, the use of cross-sectional methods, and self-assessment measurements that can cause subjective bias. These limitations necessitate careful interpretation of the results due to potential response variation, inability to explain post-study changes, and possible bias in the findings. Based on this research, companies can learn how to shape organizational reputation as a competitive advantage in enhancing employer brand attractiveness and CSR among Generation Z as new job market entrants."

"Penelitian ini bertujuan untuk menguji hubungan antara corporate image terhadap organizational attractiveness dengan mediasi employer image dan person-organization fit serta moderasi social identity consciousness. Penelitian ini merupakan riset kuantitatif yang menggunakan analisis structural equation modelling dan diuji melalui lisrel 8.8. Sebanyak 264 responden berhasil dikumpulkan dari mahasiswa tingkat akhir dan lulusan baru universitas. Temuan penelitian mengungkapkan bahwa pengaruh mediasi employer image saja lebih besar dibandingkan mediasi serial employer image dan person-organization fit pada pengaruh corporate image terhadap organizational attractiveness. Selain itu, pengaruh moderasi social identity consciousness belum ditemukan signifikan. Keterbatasan penelitian ini adalah peneliti tidak membedakan latar belakang program studi responden yang dapat memengaruhi pandangan responden untuk bekerja di perusahaan bank digital. Dengan menggunakan hasil penelitian ini, manajemen dapat mengetahui bahwa penting untuk menciptakan image yang positif melalui kegiatan employer branding agar sukses menarik pelamar berbakat bagi perusahaan. Studi ini menggabungkan variabel person-organization fit pada model penelitian untuk melihat hubungannya terhadap organizational attractiveness.

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This study aims to examine the relationship between corporate image and organizational attractiveness by mediating employer image and person-organization fit and moderating social identity consciousness as moderating variable. This is a quantitative research using structural equation model analysis and tested by Lisrel 8.8. A total of 264 respondents were collected from final year students and recent university graduates. The research findings reveal that the effect of mediated employer image is greater than that of serial mediation of employer image and person-organizational fit on the relationship between corporate image and organizational attractiveness. In addition, the moderating effect of social identity awareness has not been found to be significant. The limitation of this research is that the researcher does not distinguish the background of the respondents' study programs which can influence the respondents' views on working in digital banking companies. By using the results of this research, management can understand that it is important to create a positive image through employer branding activities in order to be successful in attracting talented applicants for the company. This study incorporates the person-organization fit variable in the research model to see its relationship with organizational attractiveness."

"Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari employer attractiveness terhadap intention to apply dengan menggunakan dimensi social value,market value, economic value, application value, cooperation value dan working environment. Objek yang digunakan dalam penelitian ini adalah generasi Y yang minimal mempunyai gelar sarjana dari 10 perguruan tinggi terbaik di Indonesia. Penelitian ini dilakukan dengan jumlah sampel sebanyak 200 responden yang dikumpulkan dengan metode non-probability sampling. Data yang dikumpulkan dalam penelitian ini diolah dengan aplikasi SPSS ver. 23 menggunakan metode Multiple Regression Analysis. Hasil akhir dari penelitian ini menyatakan bahwa employer attractiveness memiliki pengaruh yang positif terhadap intention to apply secara keseluruhan dan dimensi yang paling mempengaruhi adalah social value. Economic value, cooperation value, dan working environment juga punya pengaruh positif sedangkan market value dan application value tidak mempunyai pengaruh yang signifikan.

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The purpose of this research is examining the influence of employer attractiveness toward intention to apply. Further employer attractiveness dimensions breakdown of social value, market value, economic value, application value, cooperation value and working environment was used. The object or respondents that were used in this research are generation Y individuals who minimum have an undergraduate degree from top 10 reputable universities in Indonesia. This research was performed with 200 respondents that collected through non probability sampling. Data collected in this research were analyzed using multiple regression analysis with the aid of SPSS ver. 23. The final result of this research found that employer attractiveness has positive influence to intention to apply as a whole and the most impactful dimension is social value. Economic value, cooperation value, and working environment also have a positive influence while market value and application value have insignificant influence."

"Tujuan dari penelitian ini adalah untuk menganalisis pengaruh dari Corporate Image terhadap intention to apply dengan di mediasi oleh Employer Attractiveness. Responden dalam penelitian ini adalah generasi Y yang tinggal di DKI Jakarta. Penelitian ini dilakukan dengan jumlah sampel sebanyak 153 responden yang dikumpulkan dengan metode non-probability sampling. Data yang dikumpulkan dalam penelitian ini diolah dengan aplikasi SPSS versi 25 menggunakan metode Multyple Regression Analysis dan menggunakan teknik causal step, Hasil penelitian menemukan bahwa intention to apply dipengaruhi secara positif oleh Corporate Image dan Employer Attractiveness dan didapat kesimpulan bahwa Employer Attractiveness memediasi secara parsial antara pengaruh Corporate Image terhadap intention to apply.

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The purpose of this study is to determine the effect of corporate image on the intention to apply and mediated by employer attractiveness. Respondent of this studys is the generation of Y who live in DKI Jakarta. This research was conducted with a total sample of 153 respondents collected by non-probability sampling methods. The data was collected in this study were processed using the SPSS version 25 application using the Multyple Regression Analysis method and using the causal step technique. The results Shows that intention to apply positively influenced by corporate image and employer attractiveness and concluded that employer attractiveness partially mediates the influence of corporate image on the intention to apply."

"Ada beberapa strategi bagi perusahaan untuk mendapatkan ekuitas pasar yang lebih besar atau meningkatkan niat beli pelanggan di pasar dunia. Namun, lebih banyak kesulitan yang dihadapi oleh perusahaan dari negara berkembang untuk mencapai hal-hal tersebut di atas, dan dalam penelitian ini bertujuan untuk membuktikan apakah Corporate Social Responsibility dapat membantu perusahaan dari negara berkembang untuk mendapatkan pengakuan di pasar maju. Sebuah survei online disebarluaskan kepada calon konsumen Eropa untuk menguji premis bahwa Tanggung Jawab Sosial Perusahaan mengarah pada peningkatan niat beli dan ekuitas merek. Responden secara acak ditugaskan ke salah satu dari dua kelompok (dengan atau tanpa kegiatan CSR) dan diminta untuk berkontribusi pada kelompok mereka ditugaskan masing-masing. Sebuah sampel t-test independen digunakan untuk menilai tanggapan. Temuan mengungkapkan sedikit pengaruh ke arah yang diharapkan, di mana tindakan CSR yang dilakukan oleh perusahaan dengan negara asal berkembang akan membantu dalam menghasilkan ekuitas merek dan niat beli yang lebih baik. Mengingat interaksi yang signifikan antara faktor, hasil ini menunjukkan bahwa hipotesis yang diajukan didukung.

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There are several strategies for companies to gain greater market equity or increase customer purchase intention in world markets. However, more difficulties are faced by companies from developing countries to achieve the things mentioned above, and in this study the aim is to prove whether Corporate Social Responsibility can help companies from developing countries to gain recognition in developed markets. An online survey was disseminated to potential European consumers to test the premise that Corporate Social Responsibility leads to increased purchase intention and brand equity. Respondents were randomly assigned to one of two groups (with or without CSR activity) and were requested to contribute to the group they were assigned in respectively. An independent sample t-test was used to assess the responses. The findings revealed a slight influence in the expected direction, where CSR actions carried out by firms with a developing country of origin will assist in producing better brand equity and purchase intention. Given the significant interaction between the factors, these results show that the proposed hypothesis was supported."

"ABSTRAKEmployer branding dapat membentuk persepsi individu terkait karakteristik subjektif sebuah organisasi. Hal ini mendorong organisasi untuk memberikan perhatian lebih dalam memaksimalkan peran employer branding, khususnya dalam mencari pencari kerja. Social media sering dijadikan pilihan untuk memaksimalkan kegiatan tersebut. Karakteristik komunikasi yang dirasakan saat mengakses halaman social media dapat dilihat melalui perceived social presence dan perceived informativeness. Berdasarkan teori employer brand personality yang dijelaskan oleh dimensi organizational warmth dan organizational competence, dilakukan pengumpulan data untuk melihat pengaruh dari penggunaan social media dalam kegiatan employer branding perusahaan terhadap tingkat organizational attractiveness perusahaan. Data dikumpulkan pada mahasiswa tahun akhir yang akan atau sedang mencari kerja dalam waktu kurang dari satu tahun. Sesuai dengan hipotesis yang sudah disusun, hasil penelitian menunjukkan bahwa organizational warmth dan organizational competence memediasi pengaruh perceived social presence dan perceived informativeness terhadap organizational attractiveness. Semua hasil temuan ini membuktikan bahwa penggunaan social media merupakan pilihan yang tepat untuk memaksimalkan upaya employer branding perusahaan guna meningkatkan tingkat organizational attractiveness bagi calon pencari kerja.

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ABSTRACTEmployer branding can shape the perceptions of individuals related to the subjective characteristics of an organization. This encourages organizations to pay more attention in maximizing the role of employer branding, especially in finding job seekers. Social media is often used as a choice to maximize these activities. The communication characteristics perceived when accessing social media pages can be seen through perceived social presence and perceived informativeness. Based on the theory of employer brand personality described by the dimensions of organizational warmth and organizational competence, data is collected to see the effect of the use of social media in employer branding activities of the company on the level of organizational attractiveness. Data is collected from final year students who will or are looking for work in less than one year. In accordance with the hypotheses that have been prepared, the results of the study show that organizational warmth and organizational competence mediates the influence of perceived social presence and perceived informativeness towards the organizational attractiveness. All of these findings prove that the use of social media is the right choice to maximize the company's employer branding efforts to increase the level of organizational attractiveness for prospective job seekers."

"The purpose of this study is to identify and analyze the effect of consumer beliefs especially in CSR (corporate social responsibility) and the attitude on purchase intention. The population of this study is teachers in 18 elementary schools in the district of South Semarang with a total number of 242 teachers at the elementary school teacher, who have received Nest Mosquito Eradication Program (PSN) from PT. Marimas. The total samples are 151 teachers. Data collected using questionnaires and analyzed with structural equation modeling. The result of this study show that consumer belief in corporate social responsibility program (CSR) conducted by PT. Marimas has significant positive effect on purchase intention in the product. Consumer belief in corporate social responsibility program of PT. Marimas has positive direct effect on consumer purchase intention. "

"The purpose of this study is to identify and analyze the effect of consumer beliefs especially in CSR (corporate social responsibility) and the attitude on purchase intention. The population of this study is teachers in 18 elementary schools in the district of South Semarang with a total number of 242 teachers at the elementary school teacher, who have received Nest Mosquito Eradication Program (PSN) from PT. Marimas. The total samples are 151 teachers. Data collected using questionnaires and analyzed with structural equation modeling. The result of this study show that consumer belief in corporate social responsibility program (CSR) conducted by PT. Marimas has significant positive effect on purchase intention in the product. Consumer belief in corporate social responsibility program of PT. Marimas has positive direct effect on consumer purchase intention. "

"Penelitian ini bertujuan dalam melakukan analisis dan pengelolaan data lebih lanjut dalam mengetahui pengaruh antara social media use, employer brand attractiveness, organizational reputation terhadap intention to apply bagi mahasiswa terhadap perusahaan fast moving consumer goods atau FMCG. Penelitian ini merupakan penelitian dengan pendekatan positivis, yakni menggunakan metode penelitian kuantitatif dengan menggunakan data primer dari purposive sampling. Sampel yang didapatkan pada penelitian ini diperoleh dari 285 bagi mahasiswa Generasi Z (kelahiran tahun 1995-2012) di perguruan tinggi atau universitas di Indonesia, dengan domisili DKI Jakarta. Pengelolaan data dilaksanakan dengan menggunakan metode Structural Equation Modeling (SEM) dengan perangkat lunak Lisrel dalam menguji hipotesis dan mengetahui hubungan antarvariabel. Hasil penelitian membuktikan bahwa intention to apply terhadap perusahaan FMCG dipengaruhi oleh usaha perusahaan melalui adanya social media use, yang dalam hal ini berhubungan secara langsung dengan organizational reputation serta employer brand attractiveness. Keterkaitan dalam penggunaan sosial media oleh perusahaan FMCG menjadi salah satu bentuk digitalisasi sistem sumber daya manusia saat ini. Penelitian ini bertujuan dalam mengidentifikasi bagaimana intention to apply dapat berhubungan dengan adanya social media use pada perusahaan FMCG, yang juga perlu dipertimbangkan dengan mengusahakan peranan organizational reputation serta employer brand attractiveness yang menarik bagi mahasiswa yang merupakan bagian dari Generasi Z di Indonesia, sebagai acuan praktik manajemen sumber daya manusia oleh manajemen di organisasi maupun perusahaan.

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This study aims to conduct further analysis and data management to determine the influence of social media use, employer brand attractiveness, and organizational reputation on the intention to apply among students towards fast-moving consumer goods (FMCG) companies. The study adopts a positivist approach, employing quantitative research methods with primary data collected through purposive sampling. The sample consists of 285 Generation Z students (born between 1995 and 2012) from universities in Indonesia, specifically located in DKI Jakarta. Data management is conducted using Structural Equation Modeling (SEM) with the Lisrel software to test hypotheses and identify relationships between variables. The research findings demonstrate that the intention to apply to FMCG companies is influenced by the company's efforts through social media use, which directly relates to organizational reputation and employer brand attractiveness. The integration of social media use by FMCG companies represents a form of digitization in human resource management systems today. This study aims to identify how the intention to apply can be related to social media use in FMCG companies, which should also consider the role of Organizational reputation and attractive employer brand for Generation Z students in Indonesia. The findings of this research can serve as a reference for human resource management practices by management in organizationals and companies."