THE EFFECT OF EMPLOYER BRANDING ON INTENTION TO APPLY JOB THROUGH CORPORATE REPUTATION AT PT PETROKIMIA GRESIK (CASE STUDY ON HUMAN RESOURCE MANAGEMENT AND DEVELOPMENT DEPARTEMENT)

THE EFFECT OF EMPLOYER BRANDING ON INTENTION TO APPLY JOB THROUGH CORPORATE REPUTATION AT PT PETROKIMIA GRESIK (CASE STUDY ON HUMAN RESOURCE MANAGEMENT AND DEVELOPMENT DEPARTEMENT)

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh employer branding terhadap intention to apply job melalui corporate reputation pada PT Petrokimia Gresik (studi kasus pada Departemen Manajemen dan Pengembangan SDM). Teknik pengambilan sampel menggunakan sampel jenuh dengan total responden sebanyak 32 karyawan Departemen Manajemen dan Pengembangan SDM PT Petrokimia Gresik. Penelitian ini termasuk dalam jenis penelitian kuantitatif dengan menggunakan teknik analisis SEM-PLS yang dibantu software SmartPLS versi 4.1.
Hasil penelitian yang didapat yakni, employer branding tidak berpengaruh terhadap intention to apply job. corporate reputation berpengaruh positif terhadap intention to apply job. employer branding tidak berpengaruh terhadap corporate reputation. Pada hasil hubungan tidak langsung, employer branding tidak memediasi hubungan employer branding dengan intention to apply job.

This study aims to test and analyze the influence of Employer Branding on Job Application Intention through Corporate Reputation at PT Petrokimia Gresik (case study on Human Resource Management and Development Department). The sampling technique used saturated with the number of respondents as many as 32 employees of the Department of Human Resource Management and Development of PT Petrokimia Gresik. This study is included in the type of quantitative research using the SEM-PLS analysis technique assisted by SmartPLS software version 4.1.
The results of the study obtained are, employer branding does not affect the intention to apply for a job. Corporate reputation has a positive effect on the intention to apply for a job. Employer branding does not affect corporate reputation. In the results of the indirect relationship, employer branding does not mediate the relationship between employer branding and intention to apply for a job.