PENGARUH EMPLOYER BRANDING TERHADAP DISCRETIONARY EFFORT DENGAN EMPLOYEE ENGAGEMENT SEBAGAI VARIABEL MEDIASI

ANITA TRI WIDYANTARI, Amin Wibowo, MBA., Ph.D.

2015 | Skripsi | MANAJEMEN

Tujuan penelitian ini adalah menguji pengaruh employer branding terhadap discretionary effort melalui employee engagement. Survey dilakukan pada 73 karyawan Wisma MM UGM. Pengujian hipotesis dilakukan dengan menggunakanm metode regresi mediasi yang dikemukakan oleh Baron dan Kenny (1986) dan pengolahan data menggunakan program IBM SPSS Statistics 16. Hasil menunjukkan bahwa terdapat berpengaruh positif employer branding terhadap discretionary effort, employer branding terhadap employee engagement, dan employee engagement terhadap discretionary effort. Hasil lebih lanjut menunjukkan bahwa employee engagement memediasi penuh pengaruh employer branding terhadap discretionary effort.

The purpose of this research is to test the relationship between employer branding and discretionary effort via the mediate effect employee engagement. A survey was conducted with 73 Wisma MM UGM's employees. Hypothesis analysis was conducted with a mediation regression method which was initiated by Baron and Kenny (1986) processed using an IBM SPSS Statistics 16 program. The results indicated that there is a positive effect of employer branding on discretionary effort, employer branding on employee engagement, and employee engagement on discretionary effort. The result further indicated that there is a fully mediate effect of employer branding on discretionary effort through employee engagement.

Kata Kunci : Employer Branding, Discretionary Effort, Employee Engagement