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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh employer branding dan corporate social responsibility terhadap intention to apply dengan corporate reputation sebagai variabel mediasi. Penelitian ini dilakukan pada Generasi Z, khusunya Alumni Fakultas Ekonomi Dan Bisnis Universitas Andalas, yang merupakan bagian dari kelompok angkatan kerja dominan di masa depan. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik survei, melibatkan sampel yang dipilih secara purposive sampling. Data dianalisis menggunakan model persamaan Structural Equation Modeling (SEM) dengan software SmartPLS untuk menguji hubungan kausal antarvariabel. Kuesioner diukur dengan menggunakan skala likert 1-5. Berdasarkan hasil pengujian penelitian menunjukkan bahwa employer branding berpengaruh langsung positif dan signifikan terhadap intention to apply sedangkan Corporate social responsibility tidak berpengaruh langsung positif dan signifikan terhadap intention to apply. Employer branding dan corporate social responsibility berpengaruh positif dan signifikan terhadap corporate reputation. Employer branding dan corporate social responsibility terhadap intention to apply berpengaruh positif dan signifikan yang di mediasi oleh corporate reputation.

Keywords

employer branding Corporate Social Responsibility corporate reputation intention to apply generasi Z

Article Details

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How to Cite
Nisa, H., Lukito, H., & Pujani, V. (2025). Pengaruh Employer Branding dan Corporate Social Responsibility Terhadap Intention to Apply dengan Corporate Reputation sebagai Variabel Mediasi. Paradoks : Jurnal Ilmu Ekonomi, 8(2), 556–565. https://doi.org/10.57178/paradoks.v8i2.1150
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