Fatikasari, Sarah (2017) The Impact of Employer Branding Promotional Strategies of Fast-Moving Consumer Goods Companies Towards Job Pursuit Intention (Survey on Business Administration Undergraduates Batch 2013-2014 in Administrative Sciences Faculty of Brawijaya University),. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menjelaskan: (1) pengaruh strategi promosi employer branding yaitu publicity, advertising, dan word of mouth endorsment terhadap minat mengejar pekerjaan; (2) pengaruh strategi promosi employer branding yaitu publicity terhadap minat mengejar pekerjaan; (3) pengaruh strategi promosi employer branding yaitu advertising terhadap minat mengejar pekerjaan (4) pengaruh strategi promosi employer branding yaitu word of mouth endorsement terhadap minat mengejar pekerjaan Jenis penelitian yang digunakan pada penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Sampel yang diambil sebanyak 89 responden yang merupakan mahasiswa administrasi bisnis angkatan 2013-2014 di Fakultas Ilmu Administrasi, Universitas Brawijaya. Metode pengumpulan data yang digunakan adalah dengan menyebarkan kuisioner atau survei. Analisis data yang digunakan pada penelitian ini adalah analisis deskriptif dan statistik inferensial dengan menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa variabel dari strategi promosi dengan publicity, advertising, dan word of mouth endorsement secara bersama-sama berpengaruh signifikan terhadap minat mengejar pekerjaan yang telah dibuktikan dengan nilai signifikansi F yang kurang dari alpha (0,05) yaitu 0,000 atau 0,000 < 0,05 dan nilai Adjusted R Square sebesar 0,552. Hal ini menunjukkan bahwa kontribusi variabel publicity, advertising, dan word of mouth endorsement adalah sebesar 55,2% sedangkan sisanya 44,8% dipengaruhi dan dijelaskan oleh variabel lain yang tidak teridentifikasi dalam penelitian ini. Secara parsial, variabel publicity dan advertising juga memiliki pengaruh yang signifikan terhadap minat mengejar pekerjaan, tidak seperti strategi word of mouth endorsement yang pengaruhnya tidak signifikan terhadap minat mengejar pekerjaan.
English Abstract
This research aims to: (1) investigate the impact of employer branding promotional strategies of publicity, advertising, and word of mouth towards job pursuit intention; (2) investigate the impact of employer branding promotional strategies of publicity towards job pursuit intention; (3) investigate the impact of employer branding promotional strategies of advertising towards job pursuit intention; (4) investigate the impact of employer branding promotional strategies of word of mouth endorsement towards job pursuit intention. The research method was conducted by explanatory research with quantitative approach. The sample used in this research was 89 respondents from Business Administration Undergraduates batch 2013-2014 in Administrative Sciences Faculty of Brawijaya University. Data collection used in this research is survey method. Data analysis technique involves descriptive analysis, inferential statistical analysis, and multiple linear regression analysis. The result of this research indicates that employer branding promotional strategies of publicity, advertising, and word of mouth endorsement simultaneously have a significant impact on Job Pursuit Intention proven by the F significance value of 0,000 which is less than compared alpha (0,05) and by Adjusted R Square value is 0,552. This shows that the contribution of the employer branding promotional strategies of publicity, advertising, and word of mouth endorsement to job pursuit intention is 55,2%. Meanwhile the rest of 44,9% is influenced by other unidentified variables beyond this research. Partially, the employer branding promotional strategies of publicity and advertising also have a significant impact towards job pursuit intention unlike the strategy of word of mouth endorsement that has the insignificant one.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/821/051709093 |
| Uncontrolled Keywords: | Employer Branding Promotional Strategies, Publicity, Advertising, Word of Mouth Endorsement, Job Pursuit Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.3 Personnel management (human resource management) > 658.31 Elements of personnel management > 658.311 Recruitment and selection of personnel > 658.311 1 Recruitment |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 23 Nov 2017 08:56 |
| Last Modified: | 11 Dec 2020 16:25 |
| URI: | http://repository.ub.ac.id/id/eprint/5933 |
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