The Effect of Employer Branding and Person-Organization Fit (POF) on Intention to Apply in E-Commerce Companies in Indonesia

Elvina Nadya, Fatma Azzahra, Julia Ningsih, M. Ariq Fahri and Dediek Tri Kurniawan ()
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Elvina Nadya: Universitas Negeri Malang
Fatma Azzahra: Universitas Negeri Malang
Julia Ningsih: Universitas Negeri Malang
M. Ariq Fahri: Universitas Negeri Malang
Dediek Tri Kurniawan: Universitas Negeri Malang

A chapter in Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2023), 2023, pp 225-232 from Springer

Abstract: Abstract This study aims to determine the motivation of interest in applying for work in e-commerce companies. The object of this study was all students who had never worked or apprenticed in e-commerce, with a sample of 321 respondents. Researchers want to know the effect of the dimensions of employer branding, such as work culture, ethics and CSR, diversity, salary and incentives, and person-organization fit on the intention to apply (interest in applying for work) in e-commerce companies. This study uses work culture, ethics and CSR, diversity, salary and incentives, and person-organization fit as the independent variables and intention to apply as the dependent variable. The analysis used includes validity test, reliability test, descriptive statistical test, and linear regression analysis. Based on the t-test conducted and the results of the linear regression analysis, work culture, and personal organization fit in e-commerce companies have a positive and significant effect on performance.

Keywords: employer branding; POF; intention to apply; e-commerces (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-302-3_26

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