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All Journal IJEBD (International Journal Of Entrepreneurship And Business Development)
Amanda, Yosephine Leony
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Economics, Econometrics & Finance

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Employer Branding and Generation Z Employee Retention in the Jewelry Retail Sector: The Mediating Role of Organizational Commitment Amanda, Yosephine Leony; Suzana, Anna
IJEBD (International Journal of Entrepreneurship and Business Development) Vol 9 No 2 (2026): March 2026
Publisher : LPPM of NAROTAMA UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29138/ijebd.v9i2.3642

Abstract

Purpose: The main purpose of this research is to get a better understanding of the link between Generation Z workers' perceptions of their employer's brand and their chance of remaining with Toko Mas Pantes Cirebon. Additionally, researcher will look at how organizational commitment mitigates this relationship. Design/methodology/approach: Based on causal-associative theory, this quantitative research uses a cross-sectional methodology. To collect data, 113 Generation Z workers at Toko Mas Pantes Cirebon were given structured questionnaires to fill out using probability sampling methods. PLS-SEM method, using SmartPLS was used to examine the data, and the study hypotheses were evaluated using the bootstrapping technique . Findings: The evidence shows that corporate branding has a favorable and substantial effect on employee retention. Additionally, it has been demonstrated that employer branding considerably and favorably influences organizational commitment, leaving a lasting impression on employee loyalty. Additionally, the results show that among Generation Z workers, organizational commitment functions as a mediating factor that explain how employee branding influences employee retention
Co-Authors Suzana, Anna