LESTARI, Lusiana Sri (2026) Effect of Employer Branding on IntentionTo Apply: The Mediating Role of Organizational Attractiveness (Empirical Study on Generation Z on TikTok). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

The development of digital technology has changed the way companies recruit employees, especially by utilizing social media. One platform that is increasingly popular for building a company's image is TikTok, especially among Generation Z who prefer visual, interesting, and authentic content. This study aims to examine the impact of corporate image on Generation Z's desire to apply for jobs, considering organizational attractiveness as a variable linking the two, particularly among TikTok users in Purwokerto. This study uses a quantitative approach with a survey method. Data was obtained from 100 respondents who were part of Generation Z, actively used TikTok, had seen content about employer branding, and were currently looking for or planning to apply for a job. Data processing was carried out using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method using SmartPLS 4.1 software to determine the relationship between variables in the research model. This study shows that employer branding has a positive and significant impact on organizational attractiveness. However, employer branding does not directly influence a person's intention to apply for a job. Furthermore, organizational attractiveness has been proven to have a positive and significant effect on the intention to apply for a job, and acts as an intermediary variable in the relationship between employer branding and the intention to apply for a job. These findings indicate that employer branding content through TikTok can shape positive perceptions of the company, but it is not strong enough to directly encourage xii someone to apply for a job without being supported by a strong perception of organizational attractiveness. Theoretically, this study expands the application of Person–Organization Fit theory and Signaling theory in the context of entertainment-based social media. Practically, the results of this study provide implications for companies and human resource practitioners in designing more effective employer branding strategies on TikTok, emphasizing organizational values, work culture, and employee welfare, in order to increase organizational attractiveness and encourage job application intentions among Generation Z.

Item Type:	Thesis (Skripsi)
Nomor Inventaris:	C26065
Uncontrolled Keywords:	employer branding, organizational attractiveness, intention to apply, Generation Z, TikTok
Subjects:	E > E224 Employment
Divisions:	Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User:	Mrs. Lusiana Sri Lestari
Date Deposited:	06 Feb 2026 06:35
Last Modified:	06 Feb 2026 06:35
URI:	http://repository.unsoed.ac.id:443/id/eprint/39434

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