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Agus Setiyawan
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Generation Z Employees in the Creative Industry: The Influence of Company Branding, Flexible Working Hours, and the Digital Work Environment on Company Attractiveness in Indonesia Suwarna, A. Idun; Setiyawan, Agus; Priyana, Yana
West Science Interdisciplinary Studies Vol. 3 No. 10 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i10.2335

Abstract

This study examines the influence of corporate branding, flexible working hours, and the digital work environment on company attractiveness among Generation Z employees in Indonesia’s creative industry. Using a quantitative approach, data were collected from 120 respondents through a Likert-scale questionnaire and analyzed using SPSS version 25. The results reveal that all three independent variables—corporate branding, flexible working hours, and digital work environment—have positive and significant effects on company attractiveness. Corporate branding enhances organizational appeal by communicating authenticity, innovation, and credibility, while flexible working hours increase perceived freedom, trust, and work-life balance. The digital work environment emerges as the most influential factor, reflecting Generation Z’s strong affinity for technology-based collaboration and creativity. Collectively, these factors explain 51.6% of the variance in company attractiveness. The findings support employer branding and work design theories, demonstrating that organizational image, autonomy, and digital infrastructure jointly shape how young creative professionals perceive an ideal employer. Practically, the study emphasizes that creative industry organizations should strengthen brand identity, institutionalize flexible work arrangements, and enhance digital infrastructure to attract and retain Generation Z talent effectively.
Co-Authors Aditya Ahmad Gani, Aditya Andri Dwi P, Andri Arumsari, Rika Darista Yusna, Darista Dini Anggraini, Dini Fikri, Maiza Firman Ardiansyah Ekoanindiyo Gumelar Satya Dharma, Gumelar Satya Irfan, Ahmad Mega Rakhma P., Mega Meyrinda Firda, Meyrinda Nindhita Islahnia R., Nindhita Nungki Marlian Yuliadarwati Nur Rizky, Afif Nurhayati, Lis Parasdya, Rama Manggala Perdana, Suryo Saputra Priyana, Yana Pujowati, Yenik Risma Fuadillah, Risma Rona Irlando K., Rona Rusminah Rusminah, Rusminah Septian Eko B., Septian Setiady, Dicky Shanti Wardaningsih Slameto Slameto Slameto Slameto Suwarna, A. Idun Tri Astuti, Wahyu Tri Susanti, Evy Widyawati, Erinda Anggar Tri