Daya Tarik Eksternal Perusahaan Terhadap Niat Melamar Bagi Mahasiswa Tingkat Akhir
DOI:
https://doi.org/10.32534/jv.v19i1.5393Abstract
Peningkatan jumlah populasi usia produktif menjadikan Indonesia mengalami bonus demografi. Pada fase ini mayoritas penduduk memasuki angkatan kerja yang menjadikan peluang bagi perusahaan dalam mencari calon talenta potensial. Penelitian ini bertujuan untuk menganalisis pengaruh employer branding eksternal, faktor-faktor di antaranya seperti asosiasi CSR, partisipasi CSR, dan company familiarity terhadap intention to apply ke sektor FMCG pada mahasiswa tingkat akhir. Penelitian menggunakan pendekatan kuantitatif. Data primer diperoleh dari penyebaran kuesioner daring mengenai persepsi responden terkait minat melamar di sektor FMCG. Populasi penelitian ini terdiri dari mahasiswa tingkat akhir di Provinsi DIY yang berminat melamar ke sektor FMCG dengan 118 responden sebagai sampel. Data hasil penelitian diolah dan diuji hipotesisnya dengan analisis regresi logistik dengan menggunakan software SPSS 26. Hasil penelitian menunjukan bahwa asosiasi CSR, partisipasi CSR, dan company familiarity memiliki pengaruh yang signifikan terhadap minat melamar kerja. Secara parsial, partisipasi CSR dan company familiarity secara parsial berpengaruh positif dan signifikan terhadap minat melamar kerja. Sementara itu, asosiasi CSR berpengaruh negatif terhadap minat melamar kerja.
Keywords:
Asosiasi CSR, Partisipasi CSR, Company Familiarity, Minat Melamar Pekerjaan, Mahasiswa Tingkat AkhirReferences
Agritansia, P. P.,Khairunnisa, R. M., & Adiguna, T. A. (2017). The Role of Individual Characteristics, CSR Information, Financial and Non-Financial Compensation to Job Seekers Interests in A Company. The Indonesian Journal of Accounting Research, 20(3). https://doi.org/10.33312/ijar.385
Annisa, S., Jaja Raharja, & Abdul Muhyi, H. (2022). Pengaruh employer attractiveness, media sosial, dan reputasi organisasi terhadap intensi melamar pekerjaan generasi Z. Jurnal Ekonomi, Keuangan dan Manajemen, 18(4), 816-825. https://doi.org/10.30872/jinv.v18i4.12114
Badan Pusat Statistik Indonesia. (2022). Penduduk Berumur 15 Tahun Ke Atas Menurut Golongan Umur dan Jenis Kegiatan Selama Seminggu yang Lalu, 2008 - 2022. Diakses 25 Oktober 2023, dari https://www.bps.go.id/id/statistics-table/1/MTkwNCMx/penduduk-berumur-15-tahun-ke
Budiono, A. (2021). Pengaruh Employer Brand Image Terhadap Intensi Melamar Pekerjaan Dengan Pengalaman Kerja Sebagai Variabel Moderasi (Studi pada Pencari Kerja Generasi Y). Diponegoro Jurnal of Management, 10(1). http://ejournal-s1.undip.ac.id/index.php/dbr
Cahyono, E. (2016). Tenaga Kerja Asing (TKA) Dalam Perspektif Masyarakat Ekonomi Asean (MEA): Peluang Atau Ancaman Bagi SDM Indonesia?. Jurnal Bisnis, Manajemen dan Akuntansi, 3(2), 61-68. Retrieved https://jurnal.amaypk.ac.id/index.php/jbma/article/view/50
CNBC Indonesia. (2023). Masa Depan FMCG Cerah? Ini Jawaban Unilever Indonesia. Diakses 25 Oktober 2023. Retrieved from https://www.cnbcindonesia.com/market/20230508162434-17-435510/masa-depan-fmcg-cerah-ini-jawaban-unilever-indonesia
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative and Mixed Methods Approaches (4th ed.). Thousand Oaks, CA: Sage.
Dawkins, C. E., Jamali, D., Karam, C., & Lin, L. (2016). Corporate Social Responsibility and Job Choice Intentions: A Cross-Cultural Analysis. Business and Society, 55(6), 854–888. https://doi.org/10.1177/0007650314564783
Dolot, A. (2018). Location: The Characteristics of Generation Z the Characteristics of Generation Z. E-mentor, 74(2), 44-50. https://doi.org/10.15219/em74.1351
Duarte, A. P., Gomes, D. R., & das Neves, J. G. (2014). Tell me your socially responsible practices, I will tell you how attractive for recruitment you are! The impact of perceived CSR on organizational attractiveness. Tékhne, 12, 22–29. https://doi.org/10.1016/j.tekhne.2015.01.004
Ekhsan, M., & Fitri, N. (2021). Pengaruh Employer Branding Terhadap Minat Melamar Pekerjaan dengan Reputasi Sebagai Variabel Mediasi. Jurnal Ekonomi Bisnis, Manajemen Dan Akuntansi (JEBMA), 1(2), 8–17. https://doi.org/10.47709/jebma.v1i2.975
Evrina, W. P., & Wulansari, P. (2023). Pengaruh Employer Branding Dan Reputasi Organisasi Terhadap Intention to Apply Pada Generasi Z. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA). 7(2), 603-619. https://doi.org/10.31955/mea.v7i2.3045
Febrianti, D., & Hendratmoko, C. (2022). Pengaruh kompensasi, karakteristik pekerjaan, tanggung jawab sosial. Jurnal Ekonomi Dan Manajemen, 19(2), 257-267. https://doi.org/10.30872/jkin.v19i2.10927
Hair, J. F., Babin, B. J., Anderson, R. E., & Black, W. C. (2019). Multivariate Data Analysis (8th ed.). England: Pearson Prentice.
Heriyanto, R., & Sugiyanto, S. (2023). Pengaruh CSR Terhadap Niat Bergabung Generasi Milenial untuk Bekerja di PT Telkom Indonesia Tbk. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan Akuntansi, 1(6), 1555–1580. https://doi.org/10.54443/sinomika.v1i6.786
Hou, J., Qian, L., & Zhang, C. (2020). Understanding the Effects of Colleague Participation and Public Cause Proximity on Employee Volunteering Intentions: The Moderating Role of Power Distance. Frontiers in Psychology, 11. 552867. https://doi.org/10.3389/fpsyg.2020.552867
HSBC Indonesia. Industri FMCG di Indonesia (2017). Diakses 25 Oktober 2023, Retrieved from https://www.business.hsbc.co.id/id-id/insights/managing-cash-flow/fmcg-industry-in-indonesia
Hu, B., Liu, J., & Qu, H. (2019). The employee-focused outcomes of CSR participation: The mediating role of psychological needs satisfaction. Journal of Hospitality and Tourism Management, 41(4), 129–137. https://doi.org/10.1016/j.jhtm.2019.10.012
Ikhide, J. E., Tarik Timur, A., & Ogunmokun, O. A. (2021). The strategic intersection of HR and CSR: CSR motive and millennial joining intention. Journal of Management and Organization, 1-19. https://doi.org/10.1017/jmo.2021.47
Joo, Y. R., Moon, H. K., & Choi, B. K. (2016). A moderated mediation model of CSR and organizational attractiveness among job applicants: Roles of perceived overall justice and attributed motives. Management Decision, 54(6), 1269–1293. https://doi.org/10.1108/MD-10-2015-0475
Kanar, A. M., Collins, C. J., & Bell, B. S. (2015). Changing an unfavorable employer reputation: The roles of recruitment message-type and familiarity with employer. Journal of Applied Social Psychology, 45(9), 509–521. https://doi.org/10.1111/jasp.12316
Kim, H. R., Lee, M., Lee, H. T., & Kim, N. M. (2010). Corporate social responsibility and employee-company identification. Journal of Business Ethics, 95(4), 557–569. https://doi.org/10.1007/s10551-010-0440-2
Kumar, A., & Möller, K. (2018). Extending the Boundaries of Corporate Branding: An Exploratory Study of the Influence of Brand Familiarity in Recruitment Practices Through Social Media by B2B Firms. Corporate Reputation Review, 21(3), 101–114. https://doi.org/10.1057/s41299-018-0046-7
Lee, S. Y., Zhang, W., & Abitbol, A. (2019). What Makes CSR Communication Lead to CSR Participation? Testing the Mediating Effects of CSR Associations, CSR Credibility, and Organization–Public Relationships. Journal of Business Ethics, 157(2), 413–429. https://doi.org/10.1007/s10551-017-3609-0
Leveson, L., & Joiner, T. A. (2014a). Exploring corporate social responsibility values of millennial job-seeking students. Education and Training, 56(1), 21–34. https://doi.org/10.1108/ET-11-2012-0121
Madiistriyatno, H., & Hadiwijadaya, D. (2020). Generasi Milenial Tantangan Membangun Komitmen Kwereja. Bisnis dan Adversity Quotient (AQ). Bandung: Widina Media Utama.
Munzir., Andriyan, Y., & Hidayat, R. Consumer Goods Pengaruh Profitabilitas dan Leverage Terhadap Nilai Perusahaan Dimediasi oleh Corporate Social Responsibility Jurnal Akuntansi dan Governance, 3(2), 153-165. https://doi.org/10.24853/jago.3.2.153-165
Nganroputra, T., Fitri Sundoko, H., Nurhasana, R., Ayu Pradnyapasa, D., & Sistem Produksi Berkelanjutan dan Penilaian Daur Hidup -Badan Riset dan Inovasi Nasional, R. (2023). Pengaruh Bonus Demografi Perkotaan terhadap Pencari Kerja di DKI Jakarta. JIMPS: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah, 8(3), 1740–1746. https://doi.org/10.24815/jimps.v8i3.25239
Perdana, I. A. (2019). Peran Presepsi Pencari Kerja terhadap CSR Perusahaan pada Organizational Attractiveness dan Minat Melamar Pekerjaan: Worker Electronic Word -of-Mouth sebagai Variabel Moderator [Skripsi]. Universitas Islam Indonesia. http://hndl.handle.net/123456789/16103
Permatasari, R., Ervina, I., & Nur’aini, S. (2018). The Description of Career Indecision on Ceollege Students at University of Muhammadiyah Jember. Retrieved from http://repository.unmuhjember.ac.id/6208/3/ARTIKEL.pdf
Prasetyaningtyas, S. W., Sim, M., Triantoro, B. H., & Allen, A. (2022). The Use of Employer Branding Dimensions to Attract Fresh Graduates. Jurnal Bisnis dan Manajemen, 23 (1), 3-15. Retrieved from https://journal.feb.unpad.ac.id/index.php/jbm/article/view/891/235
Purborini, P. S., & Ananda Basid, R. (2022). Pengaruh Employer Branding terhadap Intensi Melamar Pekerjaan di Perusahaan BUMN dengan Reputasi Perusahaan Sebagai Pemediasi. Jurnal Manajemen Dan Bisnis Indonesia, 8(1), 103-114. https://doi.org/10.32528/jmbi.v8i1.7303
Purusottama, A., & Ardianto, A. (2019). The Dimension Of Employer Branding: Attracting Talented Employees To Leverage Organizational Competitiveness. JAM: Jurnal Aplikasi Manajemen, 17(1), 118-126. http://dx.doi.org/10.21776/ub.jam.2019.017.01.13
Rizky, G., Dwi, P. U., & Yuni, Y. P. (2023). Daya Tarik Perusahaan dan Kompetensi Karir yang Memengaruhi Niat Melamar Pekerjaan pada Mahasiswa Tingkat Akhir. Jurnal Ekombis Review, 11(2), 1317–1328. https://doi.org/10.37676/ekombis.v11i12
Rodell, J., & Booth, J. (2017). Iklim Kesukarelaan Perusahaan: Memobilisasi Semangat Karyawan untuk Masalah Kemasyarakatan dan Menginspirasi Aksi Amal di Masa Depan
Shafira, R. Y., & Hersugondo, H. (2023). Peran Third Party Assurance, CSR dan Kinerja Keuangan: Financial Leverage sebagai Efek Moderasi. Owner: Riset dan Jurnal Akuntansi, 7(2), 1479–1489. https://doi.org/10.33395/owner.v7i2.1389
Soeling, P. D., Arsanti, A S. D. A., & Indriati, F. (2022). Organizational reputation: does it mediate the effect of employer brand attractiveness on intention to apply in Indonesia?. Heliyon, 8(4). https://doi.org/10.1016/j.heliyon.2022.e09208
Slater, B. (2017). 4 Tactis to Create an Awesome Company Culture. Diakses 26 Maret 2024, https://hrtechweekly.com/tag/ben-slater/atas-menurut-golongan-umur-dan-jenis-kegiatan-selama-seminggu-yang-lalu-2008-2022.html
Statista. (2023). Consumer Goods-Indonesia. Diakses 25 Oktober 2023, Retrieved from https://www.statista.com/outlook/io/manufacturing/consumer-goods/indonesia
Sugiyono. (2019). Metode Penelitian & Pengembangan Research and Development. Bandung: Alfabeta.
Tarigan, J., Susanto, A. R. S., Hatane, S. E., Jie, F., & Foedjiawati, F. (2020). Corporate social responsibility, job pursuit intention, quality of work life and employee performance: case study from Indonesia controversial industry. Asia-Pacific Journal of Business Administration, 13(2), 141–158. https://doi.org/10.1108/APJBA-09-2019-0189
Ten Broek, M. (2015). Master Thesis from Employer Attractiveness to Employer Branding: Results of a Mixed Methods Research. School of Management and Governance Master of Business Administration, Human Resource Management, University of Twente
Thomas, S., Kureshi, S., Suggala, S. and Mendonca, V. (2020), "HRM 4.0 and the Shifting Landscape of Employer Branding", Kumar, P., Agrawal, A. and Budhwar, P. (Ed.) Human & Technological Resource Management (HTRM): New Insights into Revolution 4.0, Emerald Publishing Limited, Leeds, pp. 37-51. https://doi.org/10.1108/978-1-83867-223-220201003
Wang, H. Y., & Chen, Z. X. (2022). Corporate social responsibility and job applicant attraction: A moderated-mediation model. PLoS ONE, 17(3 March). https://doi.org/10.1371/journal.pone.0260125
