THE INFLUENCE OF COMPENSATION AND EMPLOYER BRANDING ON INTENTION TO APPLY AMONG GENERATION Z IN NGAWI REGENCY

Henry Dwi Krisnowo

Abstract


This study aims to analyze the influence of Compensation and Employer Branding on Intention To Apply among Generation Z in Ngawi Regency. The study used a quantitative approach with a correlational design, involving 385 Generation Z job-seeking respondents selected through a purposive sampling technique. Data were collected using a Likert-scale questionnaire and analyzed with SPSS 25 through validity and reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. This study was motivated by the high unemployment rate among Generation Z in Ngawi Regency, which reached 54.54 percent of total unemployment in 2024, amid the growth of the manufacturing industry that requires companies to attract young talent through competitive compensation and a positive company image. The results show that Compensation and Employer Branding, both partially and simultaneously, have a positive and significant influence on Intention to Apply. The results of the study are expected to contribute to the development of Human Resource Management science and provide input for companies in Ngawi Regency in formulating more effective recruitment strategies to attract Generation Z.

Keywords: Compensation, Employer Branding, Intention to Apply, Generation Z

 


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