Pengaruh Employer Branding, Corporate Reputation Dan Organizational Attractiveness Terhadap Intention to Apply (Studi Kasus Karyawan Swasta Gen Z di Kota Surakarta)

Silvi Kurniawati
Nike Larasati

PENG: Jurnal Ekonomi dan Manajemen
Vol. 3 No. 1 (2026): Januari: Inprogress

This study aims to analyze the significant influence of employer branding, corporate reputation, and organizational attractiveness on the intention to apply for private sector employees. This study is a survey of Gen Z employees in Surakarta City. The data used is quantitative, with primary data sources. The population in this study was Gen Z private sector employees in Surakarta City. The sample size was 100. Data collection was conducted using a questionnaire. Data analysis used multiple linear regression, t-test, UH-f test, and coefficient of determination test. The results showed that all statements regarding employer branding, corporate reputation, organizational attractiveness, and intention to apply were valid with a p-value 0.05. The results of the F test showed that this regression had a calculated F value of 44.160 with a significance value of 0.000