IMPLEMENTATION OF EMPLOYER BRAND EQUITY AS AN EFFORT TO REDUCE INTENTION TO LEAVE AT PT GEMILANG PLASTAMA CEMERLANG
DOI:
https://doi.org/10.37478/als.v13i2.3003Abstract
This study aims to analyse the effect of employer brand equity of PT Gemilang Plastama Cemerlang, namely social value, interest value, development value, application value, economic value. As well as the effect of employer brand equity on intention to leave. The research method used is associative quantitative research method, where the data collection method is done by distributing questionnaires. The population in this study were all Gen Z, totalling 100 people. Sample withdrawal is done by saturated sampling method. Data processing using SPSS version 26 software, with descriptive analysis and multiple linear regression analysis hypothesis testing. The results showed that (1) partially social value has a positive and significant influence on interest value (2) partially development value has a positive and significant influence on application value. (3) simultaneously there is a positive and significant influence between economic value variables and intention to leave. These findings can be input for employers in making decisions as a strategy to increase comfort for employees, especially in shaping employer brand equity to employees.
Downloads
Keywords:
employer brand equity, intention to leaveReferences
Ahmad, N. M., Supaat, D. I., Wook, I., Tagoranao, M. S., & Rahman, N. A. A. (2018). Malaysians’ Reluctance to Work in Local 3D Sectors: A Preliminary Review. The Journal of Social Sciences Research, 4, 220–223.
Alias, N., Rohmanan, H. N., Ismail, S., Koe, W.-L., & Othman, R. (2018). Factors Influencing Turnover Intention in a Malaysian Manufacturing Company. KnE Social Sciences, 3(10), 771.
Baldonado, A. M. (2018). Leadership and Gen Z: Motivating Gen Z Workers and Their Impact to the Future. International Journal of Managerial Studies and Research, 6(1), 56–60.
Book, L., Gatling, A., & Kim, J. (2019). The effects of leadership satisfaction on employee engagement, loyalty, and retention in the hospitality industry. Journal of Human Resources in Hospitality & Tourism (Vol. 18,, 368–393
Cachon-Rodríguez, ´ G., Prado-Rom´ an, C., & Blanco-Gonzalez, ´ A. (2021). The relationship between corporate identity and university loyalty: The moderating effect of brand identification in managing an institutional crisis. Journal of Contingencies and Crisis Management (Vol. 29,, 265–280.
Chicca, J., & Shellenbarger, T. (2018). Connecting with Generation Z: Approaches in nursing education. Teaching and Learning in Nursing, 13(3), 180–184.
Chicca, J., & Shellenbarger, T. (2018). Generation Z: Approaches and teaching –learning practices for nursing professional development practitioners. Journal for Nurses in Professional Development, 34(5), 230–256.
Chillakuri, B. (2020). Understanding Generation Z expectations for effective onboarding. Journal of Organizational Change Management, 33(7), 1277–1296.
Fratricova, J., & Kirchmayer, Z. (2018). 14 Barriers to work motivation of generation Z. Journal of Human Resource Management, 21(2), 28–39.
Ghazali, H., Jules, N. J., & Othman, M. (2018). Examining the Influence of Perceived Organizational Support Towards Job-Hopping Behaviour: a Case of Casual Dining Restaurant Employees’ in Klang Valley Area, Malaysia. International Journal of Accounting, 3(12), 101–108
Gunesh P and Maheshwari V (2019), “Role of Organizational Career Websites for Employer Brand Development”, International Journal of Organizational Analysis, Vol. 27, No. 1, pp. 149-168.
Hoang, P. N. (2021). Determinants of Job Hopping Behavior: The Case of Information Technology Sector. International Journal of Law and Management, January, 1–20.
Holopainen, L., & Suslova, A. (2019). Job Satisfaction and Employee Motivation: Case Generation Z. In KAMK University of Applied Science. KAMK University of Applied Science.
Itam, U., Misra, S., & Anjum, H. (2020). Indikator HRD dan praktik branding: Sebuah sudut pandang tentang proses membangun merek pemberi kerja. Jurnal Pelatihan dan Pengembangan Eropa, 44 (6/7), 675-694.
Kodithuwakku, M., Jusoh, M., & Chinna, K. (2018). Impact of Human Resource Practices on Intention to Leave among Generation Z- The Future Workforce. International Journal of Human Resource Studies, 8(4), 267–278.
Larasati, A., & Aryanto, D. B. (2020). Job-Hopping and the Determinant Factors. 5th ASEAN Conference on Psychology, Counselling, and Humanities (ACPCH 2019), 395(Acpch 2019), 54–56.
Marshall, A. L., M.D., & Wolanskyj-Spinner, A. (2020). COVID-19: Challenges and opportunities for educators and generation Z learners. Mayo Clinic Proceedings, 95(6), 1135–1137.
Metz, J. D. (2018). The impact of achievement motivation, job satisfaction and work-life balance among retail managers. In Dissertation Abstracts International Section A: Humanities and Social Sciences. Pepperdine University.
Pandey, D. L. (2019). Job Hopping Tendency In Millenials. NCC Journal, 4(1), 41–46.
Piehler, R., D. Grace, and C. Burmann. (2018). Internal brand management: Introduction to the special issue and directions for future research. Journal of Brand Management 25(3): 197–201.
Rivers, D. L. (2018). A Grounded Theory of Millennials Job-Hopping. Walden Dissertations and Doctoral Studies Collection, 187.
Russell, M. J. (2019). New Workforce on the Horizon: Generation Z. In Nursery World.
Selvanathan, M., Buga, M. M., Arumugam, T., & Jayabalan, N. (2019). Determinants of job hopping factors among lecturers in private universities, Malaysia. Utopía y Praxis Latinoamericana, 24(6), 234–242.
Sandhya, S., (2018), “Turnover intentions among Indian IT employees: the influence of engagement, empowerment and psychological contracts”, Unpublished thesis submitted to Bharathiyar University, Coimbatore.
Sandhya, S. and Sulphey, M.M. (2019), “An assessment of contribution of employee engagement, psychological contract and psychological empowerment towards turnover intentions of IT employees”, International Journal of Environment, Workplace and Employment, Vol. 5 No. 1, pp. 22-31.
Schmitt, C. A., & Lancaster, R. J. (2019). Readiness to practice in Generation Z nursing students. Journal of Nursing Education, 58(10), 604–606.
Sirgy, M. J., & Lee, D. J. (2018). Work-Life Balance: An Integrative Review. Applied Research in Quality of Life, 13(1), 229–254.
Sugiyono. (2018). Metode Penelitian Kombinasi (Mixed Methods). Bandung: CV Alfabeta.
Verÿiÿ, AT (2021). The impact of employee engagement, organizational support and employer branding on internal communication satisfaction. Public Relations Review, 47(1), 102009.
Downloads
Published
How to Cite
Issue
Section
License
Copyright Notice
An author who publishes in ANALISIS agrees to the following terms:
- Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
- Author is able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with the acknowledgement of its initial publication in this journal.
- Author is permitted and encouraged to post his/her work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).
