Employer Branding dan Brand Image (Survei Pengaruh Employer Branding melalui Akun Instagram @lifeatgojek terhadap Brand Image Gojek)

M. AUFAR REQUEZO T., Syaifa Tania, S.I.P., M.A.

2022 | Skripsi | S1 ILMU KOMUNIKASI

enelitian ini hadir seiring dengan pertumbuhan tren employer branding melalui media sosial di perusahaan rintisan. Strategi employer branding digunakan untuk membangun citra perusahaan dalam benak audiens. Fenomena ini dimanfaatkan oleh perusahaan untuk mempromosikan diri, memikat calon karyawan, dan mempertahankan karyawan yang berkualitas. Selain itu, citra perusahaan juga tumbuh melalui pengalaman interaksi antara brand dengan audiens. Penelitian ini bertujuan untuk melihat pengaruh employer branding terhadap brand image pada akun Instagram @lifeatgojek. Penelitian ini dilakukan dengan pendekatan kuantitatif, melalui metode survei. Pengumpulan data dilakukan melalui kuesioner yang disebarkan kepada 400 responden. Berdasarkan pengumpulan data tersebut, didapatkan hasil bahwa employer branding terbukti berpengaruh terhadap brand image. Dibuktikan pula bahwa brand experience berperan dalam memediasi pengaruh antara employer branding dan brand image, meskipun tidak secara signifikan. Lebih lanjut, perbedaan demografi usia responden juga menunjukkan kecenderungan perilaku akses yang berbeda terhadap akun Instagram @lifeatgojek serta frekuensi menggunakan layanan Gojek.

This research comes in line with the growing trend of employer branding through social media in companies. Employer branding strategy is used to build the brand image in the minds of the audience. This phenomenon is utilized by companies to promote themselves, attract prospective employees, and retain employees. In addition, the brand image also grows through the experience between the brand and the audience. This study aims to measure the influence of employer branding towards brand image on @lifeatgojek Instagram account. This research was conducted with a quantitative approach, through a survey method. The data was collected through questionnaires, distributed to 400 respondents. Based on the data collection, it is found that employer branding is proven to have an effect on brand image. It is also proven that brand experience plays a role in mediating the influence between employer branding and brand image, although not significantly. Furthermore, the demographic differences in the age of the respondents also show a tendency for different access behavior to the @lifeatgojek Instagram account and the frequency of using Gojek services.

Kata Kunci : Kata Kunci: Employer Branding; Brand Image; Brand Experience; Gojek