HUBUNGAN CORPORATE REPUTATION DENGAN INTENTION TO APPLY PADA MAHASISWA

MICHELLE TIRTABUDI; RAHMAH  HASTUTI; JESSICA JESSICA

doi:10.51878/paedagogy.v4i4.3798

Authors

MICHELLE TIRTABUDI Program Studi Psikologi, Universitas Tarumanagara
RAHMAH HASTUTI Program Studi Psikologi, Universitas Tarumanagara
JESSICA JESSICA Program Studi Psikologi, Universitas Tarumanagara

DOI:

https://doi.org/10.51878/paedagogy.v4i4.3798

Keywords:

corporate reputation, minat melamar pekerjaan, reputasi, mahasiswa

Abstract

This study aims to analyze the relationship between corporate reputation and intention to apply in students. Corporate reputation is considered one of the key factors that affect the perception of individuals, especially students, towards the company, which can ultimately determine the decision to apply for a job. This study uses a quantitative approach with a survey method involving 215 students from various universities. The implementation of the research was carried out from July 2024 – November 2024. The data was collected through a questionnaire that measured students' perception of the company's reputation as well as their interest in applying for jobs. The purpose of this study, among others, is to find out the relationship between corporate reputation and interest in applying for jobs. Data collection is carried out through google forms. Hypothesis testing in this study using a simple linear regression method Based on the results of the hypothesis test, p = 0.000 < 0.05 and a significance value of 0.000, So, it can be concluded that the corporate reputation variable has a significant relationship with the intention to apply variable. These findings indicate that companies with good reputations have more potential to attract younger generations to join. This research provides practical implications for companies to continue to improve their image to attract qualified prospective workers

ABSTRAK
Penelitian ini bertujuan untuk menganalisis hubungan antara corporate reputation (reputasi perusahaan) dan intention to apply (minat melamar pekerjaan) pada mahasiswa. Corporate reputation dianggap sebagai salah satu faktor kunci yang memengaruhi persepsi individu terutama mahasiswa terhadap perusahaan, yang pada akhirnya dapat menentukan keputusan melamar pekerjaan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang melibatkan 215 mahasiswa dari berbagai universitas. Pelaksanaan penelitian dilakukan dari bulan Juli 2024 – November 2024. Data dikumpulkan melalui kuesioner yang mengukur persepsi mahasiswa terhadap reputasi perusahaan serta minat mereka untuk melamar pekerjaan. Tujuan dari penelitian ini, yang diantaranya adalah untuk mengetahui hubungan antara Corporate reputation dengan minat melamar pekerjaan. Pengumpulan data dilakukan melalui google form. Pengujian hipotesis pada penelitian ini dengan menggunakan metode regresi linier sederhana Berdasarkan hasil uji hipotesis, p = 0,000 < 0,05 serta nilai signifikansi sebesar 0,000, Sehingga, dapat disimpulkan bahwa variabel corporate reputation memiliki hubungan yang signifikan dengan variabel intention to apply. Temuan ini mengindikasikan bahwa perusahaan dengan reputasi yang baik lebih berpotensi menarik minat generasi muda untuk bergabung. Penelitian ini memberikan implikasi praktis bagi perusahaan untuk terus meningkatkan citra mereka guna menarik calon pekerja berkualitas.

Downloads

Download data is not yet available.

References

Allen, D. V., Mahto, R. V., & Otondo, R. F. (2007). Web-based recruitment: Effects of information, organizational brand, and attitudes toward a Web site on applicant attraction. Journal of Applied Psychology, 92(6), 1696-1708 https://www.researchgate.net/publication/5825897_WebBased_Recruitment_Effects_of_Information_Organizational_Brand_and_Attitudes_Toward_a_Web_Site_on_Applicant_Attraction

Backhaus, K., dan Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501-517. https://www.researchgate.net/publication/235310489_Conceptualizing_and_researching_employer_branding

Borstorff, P. C., Marker, M. B., dan Bennett, D. S. (2007). Online recruitment: Attitudes and Behaviors of Job seekers. Journal of Strategic E-commerce, 5. https://www.semanticscholar.org/paper/ONLINE-RECRUITMENT%3A-ATTITUDES-AND-BEHAVIORS-OF-JOB-Borstorff-Marker/fbbca12ad8dd7270f708839e707717f352d1c2e5

Cable, D. M., dan Graham, M. E. (2000). The determinants of job seekers’ reputation perceptions. Journal of Organizational Behavior, 21(8), 929-947

Chapman, D. C., Uggerslev, K. L., Carol, S. A., Plasentin, K. A., dan Jones, D. A. (2005). Applicant Attraction to Organizations and Job Choice: A Meta-Analytic Review of the Correlates of Recruiting Outcomes. Journal of Applied Psychology, 90(5), 5.

CNBC Indonesia. (2022, May 18). Krisis Talenta Digital, Butuh Tambahan 47 Juta Orang

Di 2030. CNBC Indonesia. https://www.cnbcindonesia.com/tech/20220518135208-37-339847/krisis-talentadigital-butuh-tambahan-47-juta-orang-di-2030

.

Connelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. (2011). Signaling theory: A review and assessment. Journal of management, 37(1), 39-67. https://www.researchgate.net/publication/254121372_Signaling_Theory_A_Review_and_Assessment

Firmansyah, D. (2022). Teknik pengambilan sampel umum dalam metodologi penelitian: Literature review. Jurnal Ilmiah Pendidikan Holistik (JIPH), 1(2), 85-114. https://www.researchgate.net/publication/363112160_Teknik_Pengambilan_Sampel_Umum_dalam_Metodologi_Penelitian_Literature_Review

Fombrun, C. J., dan Van Riel, C. B. (2004). Fame dan fortune: How successful companies build winning reputations. FT press. https://books.google.co.id/books/about/Fame_Fortune.html?id=7iZcLsu5HxgC&redir_esc=y

Gotsi, M., dan Wilson, A. M. (2001). Corporate reputation: seeking a definition. Corporate communications: An international journal, 6(1), 24-30. https://www.researchgate.net/publication/241758414_Corporate_Reputation_Seeking_a_Definition

Helm, S. (2007). One reputation or many? Comparing stakeholders' perceptions of corporate reputation. Corporate communications: an international journal, 12(3), 238-254. https://www.researchgate.net/publication/235305874_One_Reputation_or_Many_Comparing_Stakeholders'_Perceptions_of_Corporate_Reputation

Helm, S. (2011). Corporate reputation: an introduction to a complex construct. In Reputation management (pp. 3-16). Berlin, Heidelberg: Springer Berlin Heidelberg. https://www.researchgate.net/publication/235305874_One_Reputation_or_Many_Comparing_Stakeholders'_Perceptions_of_Corporate_Reputation

Silva, A. J., dan Dias, H. (2022). The relationship between employer branding, corporate reputation and intention to apply to a job offer. International Journal of Organizational Analysis, 31(8), 1-16 https://www.researchgate.net/publication/361174572_The_relationship_between_employer_branding_corporate_reputation_and_intention_to_apply_to_a_job_offer

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Walsh, G., Mitchell, V. W., Jackson, P. R., dan Beatty, S. E. (2009). Examining the antecedents and consequences of corporate reputation: A customer perspective. British journal of management, 20(2), 187-203.

Whetten, D. A., dan Mackey, A. (2002). A social actor conception of organizational identity and its implications for the study of organizational reputation. Business dan society, 41(4), 393-414.