PENGARUH EMPLOYER BRANDING TERHADAP EMPLOYEE ENGAGEMENT DAN ORGANIZATIONAL COMMITMENT (SURVEY DI INTERNAL PT. YKK ZIPPER INDONESIA)

Febrima, Dian (2025) PENGARUH EMPLOYER BRANDING TERHADAP EMPLOYEE ENGAGEMENT DAN ORGANIZATIONAL COMMITMENT (SURVEY DI INTERNAL PT. YKK ZIPPER INDONESIA). S2 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh employer branding terhadap employee engagement dan organizational commitment, serta menguji peran mediasi employee engagement dalam hubungan tersebut. Employer branding dalam penelitian ini diukur melalui lima dimensi utama yaitu social value, interest value, development value, application value, dan economic value. Penelitian ini dilatarbelakangi oleh tantangan retensi karyawan di industri manufaktur dan pentingnya strategi komunikasi internal yang efektif dalam membangun loyalitas karyawan. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik analisis Partial Least Square Structural Equation Modeling (PLS-SEM), berdasarkan data dari 311 responden karyawan PT. YKK Zipper Indonesia. Hasil penelitian menunjukkan bahwa hanya development value yang berpengaruh signifikan terhadap employee engagement, sedangkan dimensi employer branding lainnya tidak menunjukkan hubungan yang signifikan. Sementara itu, employer branding secara keseluruhan berpengaruh positif dan signifikan terhadap organizational commitment. Employee engagement juga terbukti berpengaruh signifikan terhadap organizational commitment dan memainkan peran mediasi dalam hubungan antara employer branding dan organizational commitment. Temuan ini menegaskan bahwa persepsi terhadap peluang pengembangan karier merupakan aspek paling krusial dalam membentuk keterlibatan dan komitmen karyawan di lingkungan kerja manufaktur. Penelitian ini memberikan kontribusi terhadap pengembangan literatur komunikasi organisasi serta menawarkan implikasi praktis bagi perusahaan dalam merancang strategi employer branding yang lebih terarah dan berdampak jangka panjang terhadap loyalitas karyawan. This study aims to analyse the effect of employer branding on employee engagement and organizational commitment, as well as to examine the mediating role of employee engagement in that relationship. Employer branding in this research is measured through five main dimensions: social value, interest value, development value, application value, and economic value. The study is motivated by the challenge of employee retention in the manufacturing industry and the importance of effective internal communication strategies in building employee loyalty. A quantitative approach was employed, using Partial Least Squares Structural Equation Modeling (PLS-SEM) based on data from 311 employees of PT. YKK Zipper Indonesia. The results indicate that only development value has a significant influence on employee engagement, while the other dimensions of employer branding show no significant relationship. Meanwhile, employer branding as a whole has a positive and significant impact on organizational commitment. Employee engagement is also found to significantly influence organizational commitment and serves as a mediating variable in the relationship between employer branding and organizational commitment. These findings highlight that the perception of career development opportunities is the most crucial aspect in shaping employee engagement and commitment in the manufacturing work environment. This study contributes to the development of organisational communication literature and offers practical implications for companies in designing more targeted employer branding strategies with long-term impact on employee loyalty.

Item Type:	Thesis (S2)
NIM/NIDN Creators:	55223110011
Uncontrolled Keywords:	Employer Branding, Employee Engagement, Organizational Commitment, Corporate Communication. Employer Branding, Employee Engagement, Organizational Commitment, Corporate Communication.
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
Divisions:	Pascasarjana > Magister Ilmu Komunikasi
Depositing User:	NAIMAH NUR ISLAMIDIYANAH
Date Deposited:	18 Jul 2025 07:50
Last Modified:	18 Jul 2025 07:50
URI:	http://repository.mercubuana.ac.id/id/eprint/96151

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