Neng Anisa, ANISA, Neng (2025) "PENGARUH EMPLOYER BRANDING DAN KOMPENSASI TERHADAP MINAT MELAMAR PEKERJAAN PADA GENERASI Z DI KOTA BANDUNG". S1 thesis, Universitas Islam Nusantara.

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Abstract

The purpose of this study is to determine the effect of Employer Branding and Compensation on Job Application Interest among Generation Z in Bandung City. This study uses a descriptive research design with a quantitative approach, employing a questionnaire as the data collection technique. The respondents' answers to the distributed questionnaire will then be analyzed using research instruments, classical assumption tests, and multiple linear regression. The statistical analysis tool used in this study is the Statistical Package for the Social Sciences (SPSS) software. The sample size in this study is 100 people, with the sample determined using simple random sampling. The results of this study conclude that the Employer Branding variable through a partial significance test (t-test) shows that Employer Branding has a positive effect on Job Application Interest among Generation Z in Bandung City. The Compensation variable also shows, through a partial significance test (t-test), a direct, positive, and significant effect on Job Application Interest among Generation Z in Bandung City. Simultaneously, Employer Branding and Compensation have a positive and significant effect on Job Application Interest among Generation Z in Bandung City of 261.452. Then it has a coefficient of determination value of 76.9%. Keywords: Compentasion Employer Branding, Job Application Interest.

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