Analisis Employer Attractiveness pada PT Goto Gojek Tokopedia Tbk

(Survei pada Mahasiswa dan Alumni Angkatan 2019 Jurusan IT dari Universitas Padjadjaran, ITB, dan Universitas Telkom)

Penulis

  • Friska Rahmah Annisa Universitas Padjadjaran
  • Rivani Universitas Padjadjaran

Kata Kunci:

employer, attractiveness, generasi z, second order, confirmatory factor analysis

Abstrak

This research aims to determine the condition of employer attractiveness at PT GoTo Gojek Tokopedia Tbk and analyze the most dominant factors shaping employer attractiveness. The method used in this research is the quantitative method through a survey. The population in this research is undergraduate students and alumni of IT in 2019 from Universitas Padjadjaran, Institut Teknologi Bandung, Universitas Telkom with a sample of 87 people. The sampling technique used is non-probability sampling with a purposive sampling technique. The data analysis technique was used with the Employer Attractiveness Scale (EmpAt Scale) measuring instrument and the Second Order Confirmatory Factor Analysis method using linear structure model (LISREL) version 8.5. The results of the analysis show that the employer attractiveness of PT GoTo Gojek Tokopedia Tbk is in the category of fairly good based on eleven dimensions and career growth value, familiarity value, and role value are among the top three factors considered in choosing PT GoTo Gojek Tokopedia Tbk as a company to work.

Referensi

Aamodt, M. G. (2010). Industrial/organizational psychology : an applied approach. Wadsworth.

Ahmad, N. A., & Daud, S. (2016). Engaging People with Employer Branding. Procedia Economics and Finance, 35, 690–698. https://doi.org/10.1016/s2212-5671(16)00086-1

Alifia, Z., Hafiar, H., & Sani, D. A. (2020). Pelaksanaan Employer Branding PT. Arya Noble. Communication, 11(1), 48–68.

Alnıaçık, E., & Alnıaçık, Ü. (2012). Identifying Dimensions of Attractiveness in Employer Branding: Effects of Age, Gender, and Current Employment Status. Procedia - Social and Behavioral Sciences, 58, 1336–1343. https://doi.org/10.1016/j.sbspro.2012.09.1117

Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), 185–206. https://doi.org/10.1057/bm.1996.42

Amelia, A. (2018). Employer Branding – When HR is the New Marketing. Jakarta: Penerbit Buku Kompas.

Angelia, D. (30 September 2022). Simak Daftar Startup Decacorn dan Unicorn di Indonesia 2022. https://goodstats.id/article/simak-daftar-startup-decacorn-dan-unicorn-di-indonesia-2022-weIed

Arikunto, S. (2002). Metodologi Penelitian Suatu Pendekatan Proposal. Jakarta: PT Rineka Cipta.

Backhaus, K. (2016). Employer Branding Revisited. Organization Management Journal, 13(4), 193–201. https://doi.org/10.1080/15416518.2016.1245128

Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501–517. https://doi.org/10.1108/13620430410550754

Badan Pusat Statistik. (2022). Keadaan Angkatan Kerja di Indonesia Labor Force Situation in Indonesia. https://www.bps.go.id/publication/2022/12/07/a64afccf38fbf6deb81a5dc0/keadaan-angkatan-kerja-di-indonesia-agustus-2022.html

Bakanauskienė, I., Bendaravičienė, R., & Bučinskaitė, I. (2016). Employer’s Attractiveness: Generation Y Employment Expectations In Lithuania. Human Resources Management & Ergonomics. 10(1).

Berthon, P., Ewing, M., & Hah, L. L. (2005). Captivating company: Dimensions of attractiveness in employer branding. International Journal of Advertising, 24(2), 151–172. https://doi.org/10.1080/02650487.2005.11072912

Bourke, J., & Dillon, B. (2018). Deloitte Review : The diversity and inclusion revolution (Issue 22).

Bungin, B. (2005). Metode Penelitian Kuantitatif. Jakarta: Rajawali Pers.

Dassler, A., Khapova, S. N., Lysova, E. I., & Korotov, K. (2022). Employer Attractiveness From an Employee Perspective: A Systematic Literature Review. Frontiers in Psychology, 13, Article 858217. https://doi.org/10.3389/fpsyg.2022.858217

Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.

Jogiyanto, H. (2011). Metodologi Penelitian Bisnis: Salah Kaprah dan Pengalaman-pengalaman. Yogyakarta: BPFE.

Lievens, F., & Slaughter, J. E. (2016). Employer Image and Employer Branding: What We Know and What We Need to Know. Annual Review of Organizational Psychology and Organizational Behavior, 3, 407–440. https://doi.org/10.1146/annurev-orgpsych-041015-062501

Michaels, E., Handfield-Jones, H., & Axelrod, B. (2001). The war for talent. Harvard Business School Press.

Mosley, R., & Schmidt, L. (2017). Employer Branding for Dummies. USA: John Wiley & Sons, Inc.

Nazir, M. (2014). Metode Penelitian. Bogor: Ghalia Indonesia.

Panuju, R. (2000). Komunikasi Bisnis. Jakarta: Gramedia.

Presley, A., Presley, T., & Blum, M. (2018). Sustainability and company attractiveness: A study of American college students entering the job market. Sustainability Accounting, Management, and Policy Journal, 9(4), 470–489. https://doi.org/10.1108/SAMPJ-03-2017-0032

Puri, Diwakar. (2018). Developing the Scale to Measure Employer Attractiveness. Annals of the University Dunarea de Jos of Galati, 3, 99-123. https://doi.org/10.26397/eai1584040923

Purusottama, A., & Ardianto, A. (2019). The Dimension of Employer Branding: Attracting Talented Employees to Leverage Organizational Competitiveness. Jurnal Aplikasi Manajemen, 17(1), 118–126. https://doi.org/10.21776/ub.jam.2019.017.01.13

Randstad. (4 April 2022). Businesses Need To Step Up, As Millennials And Gen Z Fundamentally Change The Employee-Employer Power Dynamic - Global Survey Of 35,000 Workers. Randstad. https://www.randstad.com/press/2022/businesses-need-to-step-millennials-gen-z-fundamentally-change-employee-employer/

Reis, G. G., & Braga, B. M. (2016). Employer attractiveness from a generation perspective: Implications for employer branding. Revista de Administração, 51(1), 103–116. https://doi.org/10.5700/rausp1226

Saini, G. K., Rai, P., & Chaudhary, M. K. (2014). What do best employer surveys reveal about employer branding and intention to apply? Journal of Brand Management, 21(2), 95–111. https://doi.org/10.1057/bm.2013.10

Samsu. (2017). Metode Penelitian: Teori dan Aplikasi Penelitian Kualitatif, Kuantitatif, Mixed Methods, serta Research & Development . Jambi: Pusat Studi Agama dan Kemasyarakatan (PUSAKA).

Sekaran, U. (2014). Research Methods for Business. Jakarta: Salemba Empat.

Siregar, S. (2017). Metode Penelitian Kuantitatif. Jakarta: Kencana.

Sivertzen, A. M., Nilsen, E. R., & Olafsen, A. H. (2013). Employer branding: Employer attractiveness and the use of social media. Journal of Product and Brand Management, 22(7), 473–483. https://doi.org/10.1108/JPBM-09-2013-0393

Soeling, P. D., Ajeng Arsanti, S. D., & 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

Startup Ranking (2022). https://www.startupranking.com/countries

Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Tama, K. (27 Oktober 2022). (Infographic) Mau Kerja di Startup Unicorn? Ini Jurusan yang Paling Banyak Dicari. Atma. https://atma.co.id/blog/jurusan-kuliah-paling-banyak-dicari-startup/

Yulistara, A. (6 Mei 2018). Bangun Startup? Wajib Punya Tim dari 3 Jurusan Ini. CNBC Indonesia. https://www.cnbcindonesia.com/tech/20180506104238-37-13789/bangun-startup-wajib-punya-tim-dari-3-jurusan-ini

Yusuf, A. M. (2014). Metode Penelitian : Kuantitatif, Kualitatif & Penelitian Gabungan. Jakarta: Prenadamedia Group.

Diterbitkan

2024-05-07

Cara Mengutip

Annisa, F. R., & Rivani. (2024). Analisis Employer Attractiveness pada PT Goto Gojek Tokopedia Tbk : (Survei pada Mahasiswa dan Alumni Angkatan 2019 Jurusan IT dari Universitas Padjadjaran, ITB, dan Universitas Telkom). JURNAL ADMINISTRASI BISNIS (JAB), 14(1), 76–85. Diambil dari https://ejournal.unsrat.ac.id/v3/index.php/jab/article/view/55432

Terbitan

Bagian

Articles