PENGARUH ADOPSI ARTIFICIAL INTELLIGENCE DALAM PROSES REKRUTMEN TERHADAP NIAT MELAMAR KERJA MELALUI EMPLOYER ATTRACTIVENEES PADA FRESH GRADUATE UNIVERSITAS HALU OLEO

Rachmat Rialdy Hasan (Jurusan Manajemen Universitas Halu Oleo Kendari)
Enny Wati (Jurusan Manajemen Universitas Halu Oleo Kendari)
Sabri (Jurusan Manajemen Universitas Halu Oleo Kendari)
Dzulfikri Azis Muthalib (Jurusan Manajemen Universitas Halu Oleo Kendari)

Journal Economics Technology and Entrepreneur
Vol 5 No 2 (2026): ECOTECHNOPRENEUR : JOURNAL ECONOMICS, TECHNOLOGY AND ENTREPRENEUR

This study aims to examine the effect of Artificial Intelligence (AI) adoption in recruitment on job application intention through employer attractiveness among fresh graduates of Universitas Halu Oleo. A quantitative approach was employed involving 120 respondents selected using purposive sampling. Data were collected through a questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that AI adoption in recruitment has a positive and significant effect on employer attractiveness and job application intention. Furthermore, employer attractiveness has a positive effect on job application intention and significantly mediates the relationship between AI adoption in recruitment and job application intention. These findings suggest that an effective and transparent AI-based recruitment process can strengthen employer attractiveness and encourage fresh graduates to apply for jobs.