Pengaruh Employer Branding terhadap Employee Retention dengan Employee Engagement sebagai Mediator

Nico Ari Kristianto, Seger Handoyo

Abstract


Abstrak: Perkembangan industri e-commerce di Indonesia sedang berkembang pesat namun tingkat turnover di Industri e-commerce tinggi. Tingginya tingkat turnover membuat Employee Retention menjadi sebuah isu penting dalam Industri e-commerce. Employer Branding menjadi salah satu aspek penting dalam Employee Retention (Cascio, 2014). Selain itu, faktor emosional seperti Employee Engagement memiliki dampak lebih kuat pada Employee Retention daripada faktor non emosional (Gibbons, 2006). Berdasarkan hal tersebut, maka penelitian ini bertujuan untuk menjelasakan; 1) Pengaruh Employer Branding terhadap Employee Retention pada Milenial Profesional di Industri E-Commerce, 2) Pengaruh Employee Engagement terhadap Employee Retention pada Milenial Profesional di Industri E-Commerce 3) Pengaruh Employer Branding terhadap Employee Retention melalui Employee Engagement pada Milenial Profesional di Industri E-Commerce. Penelitian menggunakan tipe eksplanatori (Explanatory Research). Teknik pengumpulan data pada penelitian ini menggunakan kuesioner, sampel pada penelitian ini berjumlah 130 responden dengan menggunakan purposive sampling. Penelitian menggunakan teknik analisis mediasi statistical bootstrapping dan path analysis dengan bantuan program jamovi 1.1.9 for Windows. Hasil penelitian ini menunjukkan bahwa; 1) Employer Branding memiliki pengaruh signifikan dan positif terhadap Employee Retention, 2) Employee Engagement memiliki pengaruh signifikan dan positif terhadap Employee Retention 3) Employee Engagement memediasi secara parsial pada Employer Branding terhadap Employee Retention dengan pengaruh signifikan dan positif.


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DOI: https://doi.org/10.47007/jpsi.v18i01.65

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