SHELLA, SHELLA (2025) PENGARUH EMPLOYER BRANDING DAN WORK-LIFE BALANCE TERHADAP MINAT MELAMAR PEKERJAAN DENGAN ELECTRONIC WORD OF MOUTH (EWOM) SEBAGAI VARIABEL MEDIASI PADA ROCKETINDO (STUDI PADA GENERASI Z). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh employer branding dan work-life balance terhadap minat melamar pekerjaan dengan electronic word of mouth (EWOM) sebagai variabel mediasi pada Generasi Z di perusahaan Rocketindo. Metode yang dipakai ialah pendekatan kuantitatif dengan pengumpulan data melalui kuesioner yang disebarkan kepada 96 responden dari kalangan Generasi Z. Analisis data dilangsungkan menggunakan teknik Structural Equation Modeling - Partial Least Square (SEM-PLS). Hasil penelitian menunjukan bahwa employer branding dan work-life balance berpengaruh positif dan signifikan terhadap minat melamar pekerjaan. Electronic word of mouth (EWOM) terbukti tidak bisa memediasi pengaruh employer branding dan work- life balance terhadap minat melamar pekerjaan. Temuan ini memperlihatkan bahwa employer branding dan work-life balance berperan penting dalam menarik perhatian pelamar dari Generasi Z, sementara peran electronic word of mouth (EWOM) tidak bisa sebagai penguat persepsi efektif. This study aims to examine how work-life balance and company branding affect the interest in job applications, using electronic word-of-mouth (EWOM) as a mediating factor among Rocketindo's Generation Z. 96 members of Generation Z were given questionnaires as part of the quantitative technique used in the study. SEM-PLS, or structural equation modeling with partial least squares, was the method used to analyze the data. The findings indicate that interest in job applications is positively and significantly impacted by both work-life balance and corporate branding. Electronic word-of-mouth (EWOM) was shown to be unable to moderate the impact of work-life balance and corporate branding on interest in job applications. According to these results, work-life balance and corporate branding are important factors in luring in Generation Z job searchers, while electronic word-of-mouth (EWOM) is ineffective in improving perceptions.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43121110072 |
| Uncontrolled Keywords: | Employer Branding, Work-Life Balance, Electronic Word of Mouth (EWOM), Minat Melamar Pekerjaan Employer Branding, Work-Life Balance, Electronic Word of Mouth (EWOM), Interest in Applying for Jobs |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | NAIMAH NUR ISLAMIDIYANAH |
| Date Deposited: | 13 Sep 2025 07:16 |
| Last Modified: | 13 Sep 2025 07:16 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/97822 |
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