Alquranta, Mochammad Shadam (2026) PENGARUH EMPLOYER BRANDING DAN KOMPENSASI TERHADAP NIAT MELAMAR FRESH GRADUATE ILMU SOSIAL GENERASI Z PADA INDUSTRI MANUFAKTUR DI SURABAYA DENGAN ORGANIZATIONAL ATTRACTIVENESS SEBAGAI VARIABEL MEDIASI. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research objective is to examine the impact of employer branding on the willingness to apply among social science fresh graduates in the manufacturing industry in Surabaya with organizational attractiveness serving as mediating variable. This research was motivated by the low level of interest among recent graduates in applying for jobs in the manufacturing industry in Surabaya, even though the manufacturing industry in Surabaya is one of the largest sectors supporting the economy of East Java. The research design employed is a quantitative approach. Data were gathered using questionnaire survey to 135 respondents who are social science fresh graduates in the Surabaya region. The data obtained were subsequently processed and analyzed using SmartPLS 4. The results reveal that employer branding contribute positively and significantly on intention to apply, while compensation also positively and significantly affects intention to apply. In addition, employer branding and compensation were found to have significant positive effects on organizational attractiveness. Organizational attractiveness, in turn, positively and significantly influences intention to apply. Moreover, the results of the mediation analysis demonstrate that organizational attractiveness serves as a significant mediator in the relationships between employer branding, compensation, and intention to apply.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5549 Personnel Management. Employment Management | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Shadam Mochammad Shadam Alquranta Shadam | ||||||||
| Date Deposited: | 06 Jul 2026 07:56 | ||||||||
| Last Modified: | 06 Jul 2026 08:25 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54676 |
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