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All Journal Research Report - Social Science Jurnal Bisnis Dharmakarya : Jurnal Aplikasi Ipteks Untuk Masyarakat JURNAL ILMU MANAJEMEN DAN BISNIS AdBispreneur Liquidity: Jurnal Riset Akuntansi dan Manajemen SEIKO : Journal of Management & Business Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Sketsa Bisnis Jurnal Bisnis Darmajaya JURNAL LENTERA BISNIS Kumawula: Jurnal Pengabdian Kepada Masyarakat Journal of Enterprise and Development (JED) Jurnal Ilmiah Manajemen Kesatuan Responsive: Jurnal Pemikiran dan Penelitian Administrasi, Sosial, Humaniora dan Kebijakan Publik Islamic Banking : Jurnal Pemikiran dan Pengembangan Perbankan Syariah Jurnal Akuntansi Keuangan dan Bisnis Media Ekonomi Concept: Journal of Social Humanities and Education PERMANA : Jurnal Perpajakan, Manajemen, dan Akuntansi Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Dian Fordian
Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Padjadjaran
Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Pengaruh Employer Attractiveness dan Use of Social Media terhadap Intention to Apply Generasi Z pada PT XYZ Bandung Aisna Dewi Romizza; Ratih Purbasari; Dian Fordian
Concept: Journal of Social Humanities and Education Vol. 5 No. 2 (2026): Concept: Journal of Social Humanities and Education
Publisher : Sekolah Tinggi Ilmu Administrasi Yappi Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/concept.v5i2.2924

Abstract

Competition to attract young talent in the digital era encourages companies to strengthen their Employer Attractiveness while also using social media as a recruitment communication channel. This study examines the effect of Employer Attractiveness and Use of Social Media on Generation Z's Intention to Apply at Company X, a food and beverage (F&B) company in Bandung. The study was motivated by a three-year decline in the number of job applications received by the company. A quantitative approach with a verificative survey design was employed. Data were collected from 97 Generation Z respondents who were familiar with the company through social media, selected using purposive sampling, and analysed with multiple linear regression supported by the F-test, t-test, and coefficient of determination. The results show that Employer Attractiveness and Use of Social Media each have a positive and significant effect on Intention to Apply, both partially and simultaneously, with Employer Attractiveness exerting a stronger influence than Use of Social Media. Together, the two variables explain 69.6% of the variance in Intention to Apply. These findings suggest that strengthening a company's image as an employer, supported by effective social media management, can increase Generation Z's Intention to Apply for jobs at Company X.
Co-Authors Agus Taryana Ahmad Zaki Aisna Dewi Romizza Anggun Fakhirah Anne Angelia Ramadiawati Annita Maharani Kamil Arianis Chan Arif Sugiono Azis, Esa Amirul Bambang Hermanto Bambang Hermanto Eriyanti, Susi Erna Maulina Esa Amirul Azis Fadhila Hana Martaputri Farisadri Fauzan Firda Deviyana Rizki Fujifar Alaziz Hanna Audrey Lavinia Hilda Leilani Masniarita Pohan Ilham Gemiharto Ivan Yulivan Iwan Sukoco Judith Felicia Irawan Kamil, Annita Maharani Lavinia, Hanna Audrey Linda Kurniawati Margo Purnomo Margo Purnomo Mohammad Benny Alexandri Muhammad Ikhlas Dharma Nadira Adinda Putri Asmara Nenden Kostini Nur Dina Petrus Canisius Suroso R. Anang Muftiadi Ratih Gantini Nurhayati Ratih Purbasari, Ratih Ratna Meisa Dai, Ratna Meisa Rendra Rianto Ria Arifianti Rianto, Rendra Rivani . Rusdin - Rusdin . Sandjaya, Teguh Sembiring, Diva Imanuela Sharon Wang Sudarto, Syahrial Maulana Suhal Kusairi Suryanto Suryanto Tetty Herawaty Tetty Herawaty Tetty Herawaty, Tetty Tiara, Shofi Wibowo, Aldrian Yayan Nuryanto