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All Journal Jurnal Kewirausahaan dan Inovasi
Wardani, Rica Aprilia
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Decision Sciences, Operations Research & Management Environmental Science Social Sciences

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PENGARUH EMPLOYER BRANDING, CORPORATE REPUTATION, DAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP INTENTION TO APPLY JOB PADA GEN Z Wardani, Rica Aprilia; Ikhram, M. Abdi Dzil
Jurnal Kewirausahaan dan Inovasi Vol. 2 No. 4 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jki.2023.02.4.02

Abstract

The objective of this research is to identify the effects of employer branding, corporate reputation, and corporate social responsibility on the intention of Gen Z to apply for job. The respondents of this quantitative explanatory research are 380 undergraduate students of Faculty of Economics and Business of Universitas Brawijaya; they were selected using simple random sampling technique. The research data was harvested from Likert-scaled questionnaires that have been tested using validity, reliability, and classical assumption tests. The research hypotheses were assessed using t-test, and the analysis were conducted using multiple linear regression; all of which were performed in SPSS. This study finds that employer branding, corporate reputation, and corporate social responsibility have partial effects on the intention of Gen Z to apply for job. Furthermore, the factor or indicator of corporate social responsibility that has the most effect is stakeholder dimension.
Co-Authors Ikhram, M. Abdi Dzil