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Ayuni Syahbita
Universitas Islam Sumatera Utara
Economics, Econometrics & Finance Social Sciences

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Pengaruh Employer Branding Dan Manajemen Talenta Terhadap Retensi Karyawan Di PT. Radysa Dharma Abadi Medan Ayuni Syahbita; Bakhtiar Bakhtiar; Ismail Nasution
Manajemen dan Bisnis Vol 8, No 1 (2026): AGUSTUS
Publisher : Jurnal Prodi Fakultas Ekonomi-UISU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30743/jmb.v8i1.14216

Abstract

This study aims to analyze the influence of Employer Branding and Talent Management on Employee Retention at PT. Radysa Dharma Abadi, a cosmetic distribution company located in Medan City. The high rate of employee turnover, especially among high-performing employees, became the fundamental problem underlying this research. This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to all employees of PT. Radysa Dharma Abadi as research respondents. The research instruments were tested and proven to be valid and reliable. All classical assumptions required in multiple linear regression analysis were also fulfilled, including normality, the absence of significant multicollinearity, and homoscedasticity. The results of the study indicate that Employer Branding partially has a positiv e and significant effect on Employee Retention. This means that the stronger the company’s image as an attractive and trustworthy workplace, the higher the employees’ intention to remain in the company. Talent Management was also found to partially have a positive and significant effect on Employee Retention, with a more dominant influence compared to Employer Branding. This finding indicates that systematic and structured talent management provides a greater impact on encouraging employee loyalty.
Co-Authors Bakhtiar Bakhtiar Ismail Nasution