PENGARUH EMPLOYER BRANDING DAN WEBSITE RECRUITMENT TERHADAP MINAT MELAMAR KERJA DENGAN REPUTASI PERUSAHAAN SEBAGAI VARIABEL MEDIASI STUDI PADA MAHASISWA PROGRAM SARJANA UNIVERSITAS ANDALAS

AYU KUMALA PUTRI, AYU (2025) PENGARUH EMPLOYER BRANDING DAN WEBSITE RECRUITMENT TERHADAP MINAT MELAMAR KERJA DENGAN REPUTASI PERUSAHAAN SEBAGAI VARIABEL MEDIASI STUDI PADA MAHASISWA PROGRAM SARJANA UNIVERSITAS ANDALAS. S2 thesis, Universitas Andalas.

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Abstract

PENGARUH EMPLOYER BRANDING DAN WEBSITE RECRUITMENT TERHADAP MINAT MELAMAR KERJA DENGAN REPUTASI PERUSAHAAN SEBAGAI VARIABEL MEDIASI ABSTRAK Persaingan global dalam pasar tenaga kerja menuntut perusahaan untuk membangun citra positif, tidak hanya melalui produk dan jasa, tetapi juga sebagai tempat kerja yang menarik. Employer branding dan website recruitment menjadi strategi penting dalam menarik minat calon pelamar, khususnya mahasiswa sebagai calon tenaga kerja. Penelitian ini bertujuan menganalisis pengaruh employer branding dan website recruitment terhadap minat melamar kerja dengan reputasi perusahaan sebagai variabel mediasi. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan explanatory research. Sampel penelitian adalah mahasiswa Program Sarjana Universitas Andalas dengan teknik pengambilan sampel proportionate random sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa employer branding dan website recruitment berpengaruh positif signifikan terhadap minat melamar kerja. Selain itu, reputasi perusahaan terbukti memediasi pengaruh employer branding dan website recruitment terhadap minat melamar. Temuan ini menegaskan bahwa reputasi perusahaan memperkuat citra positif perusahaan dan mendorong minat mahasiswa untuk melamar pekerjaan. Penelitian ini berkontribusi secara teoretis dalam pengembangan literatur manajemen sumber daya manusia, serta memberikan implikasi praktis bagi perusahaan untuk memperkuat strategi rekrutmen melalui employer branding, website recruitment, dan reputasi yang baik. Kata kunci: Employer branding, website recruitment, reputasi perusahaan, minat melamar kerja The Influence of Employer Branding and Recruitment Website on Job Application Intention with Corporate Reputation as a Mediating Variable (Study on Undergraduate Students of Universitas Andalas) ABSTRACT Global competition in the labor market requires companies not only to focus on products and services but also to build a positive image as an attractive workplace. Employer branding and website recruitment have become crucial strategies to attract potential applicants, especially university students as future job seekers. This study aims to analyze the influence of employer branding and website recruitment on job application intention with corporate reputation as a mediating variable. The research employed a quantitative method with an explanatory approach. The sample consisted of undergraduate students at Universitas Andalas, selected through proportionate random sampling. Data were collected using questionnaires and analyzed with Partial Least Squares (PLS). The findings indicate that employer branding and website recruitment have a significant positive effect on job application intention. Furthermore, corporate reputation was found to mediate the influence of employer branding and website recruitment on students’ job application intention. These results highlight that a strong corporate reputation strengthens a company’s positive image and encourages students to apply for jobs. The study provides theoretical contributions to human resource management literature and practical implications for companies to enhance recruitment strategies through employer branding, website recruitment, and building a strong reputation. Keywords: Employer branding, website recruitment, corporate reputation, job application intention

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