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All Journal Ekopedia: Jurnal Ilmiah Ekonomi
Siti Marwah
Universitas Teuku Umar
Economics, Econometrics & Finance

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Pengaruh Kompensasi dan Employer Branding Terhadap Minat Melamar Kerja pada Generasi Z di Kota Pekanbaru Siti Marwah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/vnjpzw50

Abstract

This study analyzes the influence of compensation and employer branding on the interest in applying for jobs among Generation Z in Pekanbaru City amidst the war for talent phenomenon. The study aims to demonstrate the importance of competitive compensation and a positive corporate image in attracting potential applicants. The method used is a quantitative approach, involving 270 participants from Generation Z in Pekanbaru. Data were collected through questionnaires and analyzed using multiple linear regression techniques. The research findings indicate that both compensation and employer branding have a positive and significant influence, both individually and simultaneously, on interest in applying for jobs. The Adjusted R Square value of 0.783 indicates that these two factors explain 78.3% of the variation in interest in applying. These results emphasize the importance of strengthening compensation strategies and corporate image to increase organizational attractiveness.
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