The Influence of Employer Branding and Corporate Reputation on Job Application Interest Among Students of Universitas Bina Sarana Informatika Cengkareng Branch at LPK SAITAMA IM JAPAN

Muhammad Kalam Akbar; Furi Indriyani; Rohani Lestari Napitupulu

doi:10.55927/fjas.v4i10.409

Authors

Muhammad Kalam Akbar Universitas Bina Sarana Informatika
Furi Indriyani Universitas Bina Sarana Informatika
Rohani Lestari Napitupulu Universitas Bina Sarana Informatika

DOI:

https://doi.org/10.55927/fjas.v4i10.409

Keywords:

Employer Branding, Corporate Reputation, Job Application Interest

Abstract

Companies must build strong employer branding and corporate reputation to attract quality applicants, including students from Universitas Bina Sarana Informatika (UBSI), Cengkareng Branch. Perceptions of company quality, credibility, and added value influence their interest in applying to job placement agencies in Japan, such as LPK Saitama IM Japan. This study analyzes the impact of employer branding and corporate reputation on UBSI students’ job application interest. Using a quantitative method and purposive sampling, 67 eighth-semester students participated. Data were collected via an online Likert-scale questionnaire and analyzed using SPSS 25. The results show that both employer branding and corporate reputation have a positive and significant effect, both partially and simultaneously, on students’ job application interest.

References

Antika, M., & Wijaya, M. A. (2025). The Effect of Employer Branding and Company Reputation on Intention To Apply to Generation Z ( Case Study of Management Study Program Students of the 2021 Batch of Buana Perjuangan University , Karawang ) Pengaruh Employer Branding Dan Reputasi Perusahaan. 6(3), 2373–2386.

Aulia Rahmi, D. (2023). Peran Public Relations Dalam Membangun Citra Positif Dan Reputasi Organisasi: Tinjauan Teoritis Dan Praktis. December, 1–14.

Conner, M. (2020). Theory of Planned Behavior. In Handbook of Sport Psychology. https://doi.org/10.1002/9781119568124.ch1.

Dismas Persada Dewangga Pramudita, Ignatia Eka Puspita Kriswianti, R. A. B. (2024). Terhadap Minat Melamar Pekerjaan Mahasiswa. 07(2013), 470–478.

Dodengo, A. M., Sumarauw, L. J. S. B., Melamar, M., Studi, K., Mahasiswa, P., Sarjana, P., Dodengo, A. M., & Sumarauw, L. J. S. B. (2024). Pengaruh E-Recruitment , Reputasi Perusahaan dan Kompensasi Terhadap Semester Akhir Di Fakultas Ekonomi Dan Bisnis Universitas SAM Ratulangi Manado ) Applying For Jobs ( Study On Final Semester Undergraduate Students At The Faculty Jurnal EMBA Vol . 13 No. 13(1), 618–628.

Dr. T. Hani Handoko, M. B. . (2019). MANAJEMAN edisi 2. BPFE-YOGYAKARTA.

Ekhsan, M., Putri Ayu Jayanti, N. K., & Dhyan Parashakti, R. (2022). Pengaruh Employer Branding Terhadap Minat Melamar Pekerjaan Dengan Kompensasi Sebagai Variabel Mediasi. Jurnal Perspektif Manajerial Dan Kewirausahaan (JPMK), 2(1), 16–29. https://doi.org/10.59832/jpmk.v2i1.105.

Feliana, F., & Gafar Yoedtadi, M. (2024). Pengaruh Citra Perusahaan dan Instagram terhadap Minat Melamar Pekerjaan pada Mahasiswa FEB Untar. Kiwari, 3(3), 448–456. https://doi.org/10.24912/ki.v3i3.31968.

Helm, S. (2020). The Role of Corporate Reputation in Determining Investor Satisfaction and Loyalty. Corporate Reputation Review, 10(1), 22–37. https://doi.org/10.1057/palgrave.crr.1550036.

Indra, I. R., & Widoatmodjo, S. (2021). Analisa Strategi Employer Branding terhadap Minat Melamar Kerja. Jurnal Manajemen Bisnis Dan Kewirausahaan, 5(4), 414. https://doi.org/10.24912/jmbk.v5i4.12803.

Junça Silva, A., & Dias, H. (2022). The relationship between employer branding, corporate reputation and intention to apply to a job offer. International Journal of Organizational Analysis, 31(8), 1–16. https://doi.org/10.1108/IJOA-01-2022-3129.

Prof.H.Imam Ghozali, M.kom, P. . C. (2021). APLIKASI ANALISIS MULTIVARIATE Dengan Program IBM SPSS 26 IBM" SPSS". Universitas Diponegoro.

Riadi, M. (2022). Reputasi Perusahaan (Pengertian, Aspek, dan Indikator). Kajianpustaka.Com. https://www.kajianpustaka.com/2022/06/reputasi-perusahaan.html.

Sania Mashabi, A. P. K. (2025). Seruan Kabur Aja Dulu dan Ancaman SDM Terampil Tinggalkan Indonesia. Kompas.Com.

Sania Nur Makrufa, & Drs. Saibat, M. (2024). Pengaruh Branding Perusahaan Dan Kompensasi Terhadap Minat Melamar Pekerjaan Bagi Mahasiswa Dan Alumni Perguruan Tinggi Kota Surabaya Di Pt. Bma. Soetomo Management Review, 2(4), 560–577. https://doi.org/10.25139/smr.v2i4.8030.

Solikha, U., & Anshori, M. I. (2024). Studi Peran Citra Perusahaan Dalam Meningkatkan Motivasi Kerja Karyawan PT. PAL Indonesia (Persero). Manajemen Kreatif Jurnal (MAKREJU), 2(2).

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabet.

Sukresno, R. A., & Fadli, J. A. (2022). Pengaruh Employer Branding, Reputasi Perusahaan, dan Penggunaan Media Sosial Terhadap Minat Melamar Kerja. Journal of Advances in Digital Business and Entrepreneurship, 01(02), 84–93. https://intropublicia.org/index.php/jadbe.

Utomo, D. R., & Handayani, W. (2024). Attractiveness PT. Sahabat Jepang Indonesia: Analisis Employer Branding dan Employee Value Proposition Pada Calon Karyawan. Innovative: Journal Of Social Science Research, 4(1), 10810–10821. http://j-innovative.org/index.php/Innovative/article/view/8635.