THE EFFECT OF EMPLOYER BRANDING ON THE INTENTIONS OF APPLYING FOR JOBS IN STATE-OWNED COMPANIES WITH COMPANY REPUTATION AS A MEDIATOR ON FRESH GRADUATE STUDENTS IN THE SPECIAL REGION OF YOGYAKARTA

Abstract

This study aims to analyze the effect of employer branding on the intention to apply for a job in a state-owned company as a mediator for fresh graduate students in the Special Region of Yogyakarta. This study uses a quantitative approach with a survey method. By using a non-probability sampling technique where samples are selected based on certain criteria that are relevant to the research objectives. Data were collected from 100 fresh graduate students in the Special Region of Yogyakarta using a questionnaire directly through Google Forms which has been tested for validity and reliability. Data analysis was carried out using the outer model, inner model and mediation testing techniques to test the research hypothesis using SmartPLS software version 4.1.0.9 for Windows. The results of the study showed that employer branding has a positive effect on the intention to apply for a job. Employer branding has a positive effect on the company's reputation. The company's reputation has a positive effect on the intention to apply for a job. Furthermore, employer branding, the intention to apply for a job and the company's reputation together have a positive and significant effect on the interest in applying for a job of fresh graduate students in the Special Region of Yogyakarta.