Pengaruh Employer Branding dan Career Self Efficacy Terhadap Intention to Apply Job Melalui Person – Organization Fit sebagai Moderasi

Fanisa Puspita Sari; Nurhidayati Nurhidayati

doi:10.71456/sur.v4i2.1812

Authors

Fanisa Puspita Sari* Universitas Islam Sultan Agung
Nurhidayati Nurhidayati Universitas Islam Sultan Agung

DOI:

https://doi.org/10.71456/sur.v4i2.1812

Keywords:

Career Self-Efficacy, Employer Branding, Intention To Apply, Job Search, Person-Organization Fit

Abstract

Penelitian ini menguji pengaruh employer branding dan career self-efficacy terhadap intention to apply job pada mahasiswa akhir dan fresh graduate, dimode-rasi person-organization fit (P-O fit), di tengah tingginya pengangguran pemuda Indonesia. Menggunakan desain kuantitatif explanatory research, data primer dikumpul melalui kuesioner Likert daring dari 100 responden purposive sampling di Universitas Islam Sultan Agung. Analisis dilakukan dengan Structural Equation Modeling-Partial Least Squares (SEM-PLS) via SmartPLS 4.0. Hasil menunjukkan efek langsung positif signifikan dari employer branding (β=0,231, p=0,001) dan career self-efficacy (β=0,286, p=0,000) terhadap niat melamar. P-O fit memoderasi kedua hubungan secara signifikan dengan arah negatif (β=-0,324, p=0,000; β=-0,280, p=0,000), menunjukkan kesesuaian nilai justru memperlemah pengaruh tersebut. Model menjelaskan 44,3% variasi intention to apply. Temuan ini menegaskan urgensi strategi rekrutmen berbasis citra bagi talenta Gen Z.

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