Peran Employer Branding Dan Komitmen Organisasi Terhadap Employee Retention Pada Pekerja Generasi Z
DOI:
https://doi.org/10.59086/jam.v4i2.879Keywords:
Employer Branding, Komitmen Organisasi, Employee Retention, Generasi Z, Wedding OrganizerAbstract
This study aims to examine the role of employer branding and organizational commitment on employee retention among Generation Z workers in the wedding organizer industry in Samarinda City. Generation Z is known for high job mobility and a preference for flexible and meaningful work environments. Therefore, companies must build an attractive employer image and foster strong emotional bonds with young employees. This research adopts a quantitative method with a case study approach, involving 100 respondents through questionnaires and analyzed using multiple linear regression. The results show that employer branding and organizational commitment simultaneously have a positive and significant effect on employee retention, with organizational commitment showing a stronger influence. These findings highlight the importance of strengthening internal branding and improving management–employee relationships to enhance the retention of young workers in the wedding organizer industry
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