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Fahmy, Rahmi
Andalas University
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The Impact of Employer Branding on Employee Performance with Organizational Commitment as a Mediating Variable : a Study of Employees at PT. Bank BRI Branch Office Pariaman Abdasni Marta, Kurnia; Harif Amali Rivai; Rahmi Fahmy
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 6 No. 6 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (Juli - Agustus 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v6i6.5991

Abstract

This study is motivated by the critical importance of strategic human resource management in addressing the increasingly complex competition within the banking sector. The primary objective of this research is to examine the influence of employer branding on employee performance, with organizational commitment acting as a mediating variable, at PT Bank Rakyat Indonesia (Persero) Tbk, Branch Office Pariaman. A quantitative approach was employed, utilizing a survey method involving marketing employees at the BRI Pariaman Branch. Data were analyzed using the Structural Equation Modeling–Partial Least Square (SEM–PLS) technique.The employer branding construct was measured through five key dimensions: interest value, social value, economic value, development value, and application value. Organizational commitment was assessed using three dimensions: affective, continuance, and normative commitment. Meanwhile, employee performance was evaluated based on quality, quantity, and timeliness indicators.The results revealed that employer branding has a direct and significant positive effect on employee performance. However, employer branding was found to have no significant positive effect on organizational commitment. Consequently, organizational commitment does not serve as a mediating variable in the relationship between employer branding and employee performance.From a practical standpoint, the findings suggest that BRI management should integrate the core values of employer branding into their human capital strategies, foster a collaborative work culture, and provide clear career development pathways. Theoretically, this study contributes to a deeper understanding of the relationship between employer branding, organizational commitment, and employee performance, particularly within the context of the financial services industry.
Co-Authors ., Yulihasri Abdasni Marta, Kurnia Abdi Pratama Abel Tasman Afdhal Naufal Sofyan Afifah Amatul Firdausa Nasa Angga Saputra Desti Anisa Sri Utami Arifa Sabardilla Bachtiar, Nasri Budi Rahmadya Dewi Murni Diana, Rezi Delvia Donard Games Dwi Novrianda Dyana Yuri Aurora Eko Saputra Emil Huriani ERI BESRA, ERI Fanessa, Fanessa Febrian Rahmat Suwandi Firdaus Firdaus Hafiz Rahman Hafiz Rahman Hafiz Rahman, Hafiz Hakimi, Nurul Harif Amali Rivai Harits, Muhammad Dzakwan El Haspemi, Yenof Patrione Hendra Lukito Henny Lucida Husnul Khatimah Jeli Nata Liyas lala septiyani sembiring, lala septiyani Laura Syahrul Leni Merdawati Leo Agustigno M. Arief Wahyudi Ginting Ma'ruf Ma'ruf Ma'ruf Ma'ruf Malikah Luqiana Varini Marisih Damanik Matondang, Rizki Meifal Rusli Meri Susanti Meuthia Meuthia Meuthia, Meuthia Mira Susanti Moresia Raditya MUHAMMAD NURHALIM Muhammad Zuhri Nabila Hendrasti Nadia Angraini Nelwati Nelwati Nia Maimunah Novita, Wellia Okti Rahayu Asih Prima Yulianti Putri Uyun, Azane Rahayu, Rita Rahmi Yanti Ahdinur Rahmi Yuliyasti Rahmita, Silvia Ratni Prima Lita Rida Rahim Rihan Hafizni Rike Gussanti Handayani Nasution Rima Semiarty Rinda Fithriyana Riska Susanti Rosita Septiani Saldi, Wardah Awwalin Sanda Patrisia Komalasari Sari, Dellani Mutia Sidaria, Sidaria Siska Oktari Supriyansyah, Mekri Suziana, Suziana Syafira Aviola Syafira, Tama Aulia Syaiful Anwar Tari JN Syafitri Tri Rahayuningsih Triani, Laura Amelia Vera Pujani Verinita, Verinita Vindi Putri Kurnia Illahi Wawan Novianto Wayu Meilastri Wulandari Yanti Yanti Yenof Patrione Haspemi Yohan Fitriadi Yosea Kurnianto Yulastri Arif Yulia Sari, Anita Yuliandi Yunahar, Yayan Yulianti, Prima - Yulihasri Yuliyasti, Rahmi Zifriyanthi Minanda Putri Zifriyanti Minanda Putri