<![CDATA[ABSTRAK Pada era modern saat ini keberhasilan suatu perusahaan tidak hanya bergantung pada kualitas layanan dan produknya, tetapi juga pada daya tarik karyawan yang lebih baik karena tekanan persaingan Generasi Z. Penelitian ini berupaya untuk mengetahui pengaruh Employer Branding dan E-Recruitment terhadap Niat Lamaran Kerja Generasi Z melalui analisis. Penggunaan teknik purposive sampling dalam penelitian ini diperlukan karena sampel hanya diperoleh dari karyawan generasi Z dan calon karyawan PT Panca Wira Putra Colomadu Karanganyar, dan digunakan SPSS versi 26 sebagai alat analisis. Formulir Google digunakan untuk mengirimkan kuesioner kepada karyawan saat ini dan calon karyawan, yang memberikan informasi. Total sampel 61 responden. Employer Branding memiliki dampak yang signifikan dan menguntungkan terhadap Lamaran Kerja di PT Panca Wira Putra Colomadu Karanganyar dengan hasil uji t 0,004. Berdasarkan penelitian ini minat melamar di PT Panca Wira Putra Colomadu Karanganyar tidak dipengaruhi secara signifikan oleh E-Recruitment dengan hasil uji t 0.057. Uji Simultan diperoleh hasil bahwa variabel-variabel independen memiliki hubungan positif terhadap niat melamar kerja generasi Z di PT Panca Wira Putra Colomadu Karanganyar dengan nilai signifikasi sebesar 0,000. Kata kunci : Employer Branding, E-Recruitment, Niat Melamar Kerja Generasi Z ABSTRACT In today's modern era, a company's success depends not only on the quality of its services and products, but also on attracting better employees due to Generation Z's competitive pressure.. This research seeks to determine the influence of Employer Branding and E-Recruitment on Generation Z's Job Application Intention through analysis. The use of purposive sampling technique in this study is necessary because the sample is only obtained from generation Z employees and prospective employees of PT Panca Wira Putra Colomadu Karanganyar, and SPSS version 26 is used as an analysis tool. Google forms were used to send questionnaires to current and prospective employees, who provided information. There were 61 respondents in total. Employer Branding has a significant and favorable impact on job applications at PT Panca Wira Putra Colomadu Karanganyar with a t-test result of 0.004. Work at PT Panca Wira Putra Colomadu Karanganyar with a t test result of 0.004. Based on this study the interest in applying at PT Panca Wira Putra Colomadu Karanganyar is not significantly influenced by E-Recruitment. significantly influenced by E-Recruitment with t test results 0.057. Simultaneous Test results obtained that independent variables have a positive relationship with the intention to apply for generation Z at PT Panca Wira Putra Colomadu Karanganyar with a significance value of 0.000. Keywords : Employer Branding, E-Recruitment, Generation Z's Job Application Intentions]]>
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