PENGARUH EMPLOYER BRANDING DAN BUDAYA ORGANISASI TERHADAP EMPLOYEE ENGAGEMENT DAN MOTIVASI SEBAGAI MEDIATOR PADA GENERASI MILENIAL DI KAP TANUBRATA, SUTANTO, FAHMI, BAMBANG DAN REKAN (TSFBR)

WARDINI, BENARI SARAS (2021) PENGARUH EMPLOYER BRANDING DAN BUDAYA ORGANISASI TERHADAP EMPLOYEE ENGAGEMENT DAN MOTIVASI SEBAGAI MEDIATOR PADA GENERASI MILENIAL DI KAP TANUBRATA, SUTANTO, FAHMI, BAMBANG DAN REKAN (TSFBR). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Employer Branding dan Budaya Organisasi terhadap Employee Engagement dengan Motivasi sebagai Mediator pada karyawan generasi milenial yang bekerja di KAP Tanubrata Sutanto Fahmi Bambang Dan Rekan (TSFBR). Responden dalam penelitian ini berjumlah 138 karyawan yang lahir antara tahun 1980 – 1995. Analisis data menggunakan Statistik Deskriptif dengan metode analisis Structural Equation Modelling (SEM) dengan teknik statistika multivarian berbasis varian dengan menggunakan PLS. Hasil penelitian menyimpulkan bahwa : 1) Employer branding berpengaruh positif dan terhadap employee engagement karyawan generasi milenial yang bekerja di KAP TSFBR, 2) Employer branding berpengaruh positif dan signifikan terhadap motivasi karyawan generasi milenial yang bekerja di KAP TSFBR, 3) Budaya organisasi berpengaruh positif dan signifikan terhadap employee engagement karyawan generasi milenial yang bekerja di KAP TSFBR, 4) Budaya organisasi berpengaruh positif dan signifikan terhadap motivasi karyawan generasi milenial yang bekerja di KAP TSFBR, 5) Motivasi berpengaruh positif dan signifikan terhadap karyawan generasi milenial yang bekerja di KAP TSFBR, 6)Employer branding berpengaruh positif dan signifikan terhadap employee engagement melalui motivasi sebagai mediator pada karyawan generasi milenial yang bekerja di KAP TSFBR, dan 7) Budaya organisasi berpengaruh positif dan signifikan terhadap employee engagement melalui motivasi sebagai mediator pada karyawan generasi milenial yang bekerja di KAP TSFBR. Kata Kunci : Employer branding, budaya organisasi, motivasi, employee engagement This study aims to analyze the effect of Employer Branding and Organizational Culture on Employee Engagement with Motivation as a Mediator for milenial generation working at KAP Tanubrata Sutanto Fahmi Bambang Dan Rekan (TSFBR). Respondents in this study are 138 employees who were born between 1980 – 1995. This research used Descriptive Statistics with Structural Equation Modeling (SEM) analysis methods with variance-based multivariate statistical techniques using PLS. The results of the study conclude that: 1) Employer branding has a positive and significant effect on employee engagement of milenial generation working at KAP TSFBR, 2) Employer branding has a positive and significant impact on the motivation of milenial working at KAP TSFBR, 3) Organizational culture has a positive and significant impact on employees' engagement of milenial working at KAP TSFBR, 4) Organizational culture has a positive and significant effect on the motivation of milenial working at KAP TSFBR, 5) Motivation has a positive and significant effect on milenial working at KAP TSFBR, 6 ) Employer branding has a positive and significant effect on employee engagement through motivation as a mediator for milenial working at TSFBR KAP, and 7) Organizational culture has a positive and significant effect on employee engagement through motivation as a mediator for milenial working at KAP TSFBR. Keyword : Employer branding, organizational culture, motivation, employee engagement

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