THE INFLUENCE OF CORPORATE SOCIAL RESPONSIBILITY AND CORPORATE REPUTATION ON THE INTENTION TO APPLY FOR A JOB

Sita Susanti

Abstract


Abstrak

Meningkatnya persaingan kerja di kalangan generasi muda mendorong perusahaan untuk lebih memperhatikan faktor-faktor yang memengaruhi niat melamar kerja, khususnya pada generasi Z. Di Kota Madiun, meskipun tingkat pengangguran cenderung menurun, masih terdapat ribuan generasi muda yang belum bekerja. Bertujuan untuk menganalisis pengaruh CSR dan Corporate Reputation terhadap Intention to Apply for a Job pada generasi Z di Kota Madiun. Penelitian ini memakai metode kuantitatif dengan memanfaatkan data primer yang dikumpulkan melalui kuesioner kepada 384 responden dari kalangan generasi Z. Teknik pengambilan sampel yang dipilih adalah purposive sampling, sedangkan pengolahan datanya dilakukan menggunakan SPSS versi 27. Hasil analisis mengungkapkan bahwa CSR dan reputasi perusahaan memberikan pengaruh positif serta signifikan terhadap niat melamar pekerjaan. Temuan tersebut mendukung Signaling Theory sekaligus memberikan manfaat praktis bagi perusahaan dalam merancang strategi rekrutmen untuk menarik talenta muda.

 

Kata Kunci: CSR, Corporate Reputation, Intention to Apply for a Job, Generasi Z.

Abstract

Increasing competition in the job market among young generations has encouraged companies to pay greater attention to the factors influencing job application intentions, particularly among Generation Z. In Madiun City, although the unemployment rate has tended to decline, there are still thousands of young individuals who remain unemployed. Aims to examine the influence of CSR and Corporate Reputation on Generation Z’s Intention to Apply for a Job in Madiun City. A quantitative method was employed, using primary data collected through questionnaires distributed to 384 Generation Z respondents. The sampling technique applied was purposive sampling, and the data were analyzed using SPSS version 27. The findings reveal, CSR and corporate reputation have a positive significant effect on job application intentions. These results support Signaling Theory and provide practical implications for companies in designing recruitment strategies to attract competitive young talent.

 

Keywords: CSR, Corporate Reputation, Intention to Apply for a Job, Generation Z.

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References


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