Preferensi atribut employer brand angkatan kerja generasi milenial dan pengaruhnya dalam memilih perusahaan untuk bekerja

Fernandus, Eko (2020) Preferensi atribut employer brand angkatan kerja generasi milenial dan pengaruhnya dalam memilih perusahaan untuk bekerja. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui preferensi atribut employer brand angkatan kerja generasi milenial dalam memilih perusahaan untuk bekerja. Penelitian ini turut membandingkan atribut employer brand antara generasi milenial dengan identitas gender dan identitas suku bangsa yang berbeda karena memiliki relevansi dengan demografi angkatan kerja Indonesia saat ini. Penelitian dilakukan terhadap angkatan kerja generasi milenial sejumlah 186 orang yang meliputi 127 orang responden perempuan dan 59 orang responden laki-laki. Alat pengumpul data berupa kuesioner atribut employer brand yang terdiri dari total 49 pertanyaan (terbagi dalam 3 bagian). Analisis data dilakukan dengan Teknik Statistik Deskriptif, Independent Samples t-Test, One-Way ANOVA, Kruskal-Wallis, dan Simple Linear Regression yang diolah dengan bantuan piranti lunak statistik SPSS versi 24. Hasil analisis data memberikan gambaran atribut employer brand yang menjadi preferensi dari angkatan kerja generasi milenial dimana tidak terdapat perbedaan preferensi antara identitas gender maupun identitas suku bangsa yang berbeda. Selain itu, didapati juga bahwa atribut employer brand tidak memberikan pengaruh terhadap pemilihan perusahaan untuk bekerja oleh angkatan kerja generasi milenial. / This study aims to determine the preferences of millennial generation employer brand attributes in choosing companies to work for. This study also compares the attributes of employer brands between millennial generations with different gender identities and ethnic identities because they have relevance to the demographics of Indonesia's current workforce. The study was conducted on the millennial generation workforce of 186 people, including 127 female respondents and 59 male respondents. The data collection tool was a questionnaire for employer brand attributes which consisted of a total of 49 questions (divided into 3 parts). Data analysis was performed using descriptive statistical techniques, Independent Samples t-Test, One-Way ANOVA, Kruskal-Wallis, and Simple Linear Regression which were processed with the help of statistical software SPSS version 24. The results of data analysis provide an overview of the attributes of employer brands that are the preferences of The millennial generation workforce where there is no difference in preferences between gender identity and different ethnic identities. In addition, it was also found that the employer brand attribute had no influence on the choice of companies to work by the millennial generation workforce.

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