Generation Y Trends in Choosing an Employer: Impact of Employer Branding Toward Intention to Apply in E-Commerce Companies in Indonesia
Journal Title: International Journal of Business Management & Research (IJBMR) - Year 2018, Vol 8, Issue 2
Abstract
While a growing startup in Indonesia, large companies in Indonesia are rapidly responding to changes to compete against startups in the labor market. The increasing foreign investment in IT Startup Company in Indonesia opened more job opportunities in the sector. E-commerce is companies that receive the highest foreign investment in Indonesia that possible expand more. Of course, the startup company becomes the new player in obtaining a potential candidate inin the labor market. The objective of this study is to provide the views of student’s perception of for the ideal organization for them. The paper also helps build the concept for Startup Company how attracts Gen Y. The paper will examine how influence employer branding toward intention to apply in e-commerce for Gen Y in Indonesia. The research uses 163 respondents who is last semester from some universities in Indonesia. To measure employer branding, the researcher uses a scale from anliacikdanalniacik (2012) that consist of 20 items and 9 items adopt fromorm Tanwar and Prasad (2017). Researcher uses regression analysis for this research. The researcher finds that employer branding simultaneously influences toward Intention to apply. In partially,thes study finds that only work-life in balance from all dimensions which influence toward intention to apply.
Authors and Affiliations
DEDIEK TRI KURNIAWAN
Keywords
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- EP ID EP350163
- DOI 10.24247/ijbmrapr20186
- Views 83
- Downloads 0
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