Pengaruh dimensi employer branding dengan moderasi self esteem terhadap intention to quit gen Y (studi kasus pada industri jasa keuangan dan asuransi serta informasi dan komunikasi)  = The influence of employer branding dimensions to intention to quit with self esteem moderation case study in financial services and insurance and information and communication industries

Aji Bhaskara, author

Pengaruh dimensi employer branding dengan moderasi self esteem terhadap intention to quit gen Y (studi kasus pada industri jasa keuangan dan asuransi serta informasi dan komunikasi) = The influence of employer branding dimensions to intention to quit with self esteem moderation case study in financial services and insurance and information and communication industries

Aji Bhaskara; Budi W. Soetjipto, supervisor; Aryana Satya, examiner; Ayu Aprilianti, examiner (Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014)

Abstrak

[ABSTRAK

Penelitian ini bertujuan untuk menguji pengaruh dari dimensi employer branding

terhadap intention to quit karyawan generasi Y dengan moderasi dari selfesteem.

Penelitian ini menggunakan kuesioner employer branding milik

Alniacik&Alniacik (2012), self-esteem milik Rosenberg (1965), dan intention to

quit milik Hussain, Yunus, Ishak dan Daud (2013). Responden berasal dari

karyawan full-time yang bekerja pada industri Jasa Keuangan dan Asuransi dan

Informasi dan Komunikasi, data dianalisis lebih lanjut menggunakan moderated

regression analysis (MRA). Hasil dari penelitian ini adalah employer

brandingberpengaruh secara signifikan terhadap intention to quit dan interaksi

antara employer branding dengan self-esteem memperkuat hubungan tersebut.

Nilai sosial dan pasar dari employer branding merupakan dimensi yang signifikan

mempengaruhi intention to quit, dan interaksi keduanya turut memperkuat dan

memperlemah hubungan antara employer branding terhadap intention to quit

generasi Y tersebut.

ABSTRACT

This study aims to examine the impact of the dimensions of employer branding to

employee intention to quit for the Y generation with the moderation of self-esteem.

This study uses employer branding belonging to Alniacik & Alniacik (2012), selfesteem,

belonging to Rosenberg (1965), and intention to quit belongs to Hussain,

Jonah, Isaac and David (2013). Measuring instruments used in this study was a

questionnaire distributed to respondents from full-time employees who work in the

Insurance and Financial Services and Information and Communication

industries, the data were analyzed further using moderated regression analysis

(MRA). The results of this study are employer branding proved significantly

impact the intention to quit and the interaction between employer branding with

self-esteem strengthen the relationship. sosial and market value of employer

branding are the dimensions that significantly affect the intention to quit, and

interactions between them both help strengthen and also weaken the relationship

between employer branding to the intention to quit the Y generation.;This study aims to examine the impact of the dimensions of employer branding to