Pengaruh E-Recruitment, Organizational Attractiveness dan Corporate Reputation terhadap Intention To Apply Generasi Z di Kota Surakarta
DOI:
https://doi.org/10.54065/jss.6.1.2026.964Keywords:
E-Recruitment, Organizational Attractiveness, Corporate Reputation, Intention to ApplyAbstract
Urgensi penelitian ini untuk memahami bagaimana strategi digital dan citra perusahaan dapat mempengaruhi minat generasi Z dalam melamar pekerjaan, sehingga perusahaan di Kota Surakarta dapat meningkatkan daya tarik dan efektivitas rekrutmen. Penelitian ini bertujuan untuk menganalisis signifikansi pengaruh e-recruitment, organizational attractiveness, dan corporate reputation terhadap intention to apply generasi Z di Kota Surakarta. Jenis data yang digunakan dalam penelitian ini adalah data kuantitatif berupa jawaban dari responden yang diubah dalam skala likert. Sumber data yang digunakan dalam penelitian ini adalah data primer. Teknik pengumpulan data dalam penelitian ini dengan menggunakan kuesioner. Jumlah populasi dalam penelitian ini adalah individu yang termasuk dalam kategori generasi Z, yakni mereka yang lahir antara tahun 1997-2005 dan diperoleh sampel sebanyak 152 responden menggunakan rumus dari Hair et al., dengan teknik pengambilan sampel yaitu purposive sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif, uji instrumen penelitian, uji asumsi klasik, analisis regresi linear berganda, uji t, uji F, dan uji koefisien determinasi (R2). Hasil penelitian berdasarkan uji validitas dan reliabilitas menunjukkan bahwa semua pernyataan mengenai e-recruitment, organizational attractiveness, corporate reputation, dan intention to apply dinyatakan valid dan reliabel. Hasil uji asumsi klasik menunjukkan bahwa semua variabel lolos uji multikolinearitas, heterokedastisitas, dan terdistribusi normal. Hasil analisis regresi linear berganda diperoleh persamaan Y = 0,538 + 0,010 X1 + 0,182 X2 + 0,334 X3 + e. Hasil uji t (signifikansi) membuktikan bahwa e-recruitment berpengaruh tidak signifikan terhadap intention to apply generasi Z, sedangkan organizational attractiveness dan corporate reputation berpengaruh signifikan terhadap intention to apply generasi Z. Pengujian uji F (ketepatan model) menunjukkan bahwa model regresi yang digunakan dalam penelitian ini sudah tepat. Hasil uji koefisien determinasi (R2) menunjukkan besarnya sumbangan pengaruh variabel independen terhadap dependen sebesar 86% dan sisanya 14% dipengaruhi oleh variabel model lain
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