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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Maulinda, Liestya Dwi
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Decision Sciences, Operations Research & Management

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Understanding Generation Z's Intentions To Apply For Jobs Through Employer Attractiveness, Corporate Reputation, and Social Media Maulinda, Liestya Dwi; Aryati, Ana Sofia
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk. 2025.04.3.04.

Abstract

Purpose – This study aims to analyze the influence of employer attractiveness, corporate reputation, and social media on job application intention among Generation Z students.   Design/methodology/approach –  This study employs a quantitative causal research design. The population consists of 1,043 final-year students from the Faculty of Economics and Business, Universitas Brawijaya, with a sample of 104 respondents selected using simple random sampling. Data were collected through questionnaires and analyzed using multiple linear regression.   Findings – The results indicate that employer attractiveness, corporate reputation, and social media each have a positive and significant effect on job application intention. Among these variables, social media emerges as the most dominant factor influencing Gen Z’s intention to apply for jobs.   Originality/value – This study contributes to recruitment and employer branding literature by integrating employer attractiveness, corporate reputation, and social media into a unified model of job application intention among Generation Z. The findings highlight the critical role of digital channels in shaping career decisions and provide practical implications for organizations and educational institutions in strengthening digital engagement and literacy.
Co-Authors Aryati, Ana Sofia