Employer Branding and Person-Organization Fit in Building Career Intention Gen Z
DOI:
https://doi.org/10.24256/kharaj.v7i4.8028Keywords:
Employer Branding, Person-Organization Fit, Career Intention, Generation Z, College StudentsAbstract
This study aims to examine the effect of Employer Branding and Person-Organization Fit on Career Intention of Digital Business Study Program students at Jember State Polytechnic. This research uses a quantitative approach with an explanatory method. The research sample amounted to 72 students selected through purposive sampling technique. Data were collected through a closed questionnaire and analyzed using multiple linear regression. The results showed that simultaneously, Employer Branding and Person-Organization Fit had a significant effect on Career Intention (p < 0.05), but partially only Person-Organization Fit had a significant effect. The Person-Organization Fit variable has a dominant influence, while Employer Branding does not show a significant influence individually. In conclusion, value fit between individuals and organizations is a key factor in shaping students' career intentions.
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