Pengaruh Employer Branding dan Recruitment Website terhadap Minat Melamar Kerja pada Mahasiswa Fresh Graduated

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Employer Branding (dimensi inovasi, pengembangan, reputasi, ekonomi, sosial) dan Recruitment Website terhadap Minat Melamar Pekerjaan pada Mahasiswa Fresh Graduate dengan minat melamar pekerjaan sebagai variabel independen, employer branding (dimensi inovasi, pengembangan, reputasi, ekonomi, sosial) dan recruitment website sebagai variabel dependen. Penelitian dilakukan pada Mahasiswa Fresh Graduate Universitas Kristen Satya Wacana dengan sampel sebanyak 93 responden. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis kuantitatif dengan metode regresi linear berganda dengan bantuan program spss 26. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh untuk dimensi employer branding (inovasi, pengembangan, reputasi, ekonomi) dan variabel recruitment website tehadap minat melamar kerja. Untuk dimensi sosial dalam employer branding tidak terdapat pengaruh terhadap minat melamar kerja pada mahasiswa fresh graduate Universitas Kristen Satya Wacana.

This study aims to investigate the impact of Employer Branding (dimensions of innovation, development, reputation, economy, social) and Recruitment Website on Job Application Interest among Fresh Graduate Students, with job application interest as the independent variable and employer branding (dimensions of innovation, development, reputation, economy, social) and recruitment website as dependent variables. The research was conducted among Fresh Graduate Students at Satya Wacana Christian University with a sample of 93 respondents. Quantitative data analysis was employed using multiple linear regression with the assistance of SPSS 26. The results of this study indicate that there is a significant influence of employer branding dimensions (innovation, development, reputation, economy) and the recruitment website variable on job application interest. However, the social dimension within employer branding did not show a significant influence on job application interest among fresh graduate students at Satya Wacana Christian University.