EMPLOYER BRANDING PERSEPSIAN TERHADAP KEPERCAYAN PEMIMPIN DAN DAMPAKNYA PADA INTENSI KELUAR

Ria Marginingsih, Daniel Irawan
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Abstract

ABSTRACT This study aims to see the influence of employer branding on the exit intention of bank employees in Indonesia which is mediated by trust in leaders. In particular, this study tries to identify how the influence of employer perceived branding on outgoing intentions? Does the employee's trust in the leader affect the intention to leave? How does the influence of employer branding perceptions on outgoing intentions mediated by employee trust in the leader? The population of this study is bank employees who work in groups of state-owned commercial banks, groups of regional government-owned banks, groups of private-owned commercial banks. The sample in this study uses non probability sampling, with the sample is that employees have worked at least one year. For hypothesis testing, this study uses SmartPLS analysis with Likert scale measurement points one (strongly disagree) up to five points (strongly agree). The results of the study of 88 respondents of Bank employees in Indonesia showed that employer branding against intention to leave had a negative and insignificant effect, the influence of employer branding on trust in leaders was positive and significant, the trustworthiness of leaders towards intention was positive and significant, and employer perceived branding towards intention out which is mediated by employee trust in leaders is influential and significant. Keywords: Employer Branding, Intensi Keluar, Kepercayaan pada Pemimpin, Retensi
雇佣人员对领导的信任及其对惰性的影响
摘要本研究旨在观察雇主品牌对印尼银行员工离职意愿的影响,这种影响是通过对领导者的信任来调节的。特别是,本研究试图确定雇主感知品牌对外向意图的影响是如何的?员工对领导的信任是否会影响离职意愿?雇主品牌认知对员工对领导者的信任所介导的外向意图的影响如何?这项研究的对象是在国有商业银行集团、地区政府所有银行集团、私营商业银行集团工作的银行员工。本研究中的样本采用非概率抽样,样本为员工工作至少一年。对于假设检验,本研究使用SmartPLS分析,Likert量表测量点为1(强烈不同意)至5(强烈同意)。对印尼88名银行员工的调查结果显示,雇主品牌对离职意愿的影响是负面的且不显著的,雇主品牌对于领导者信任的影响是正面的且显著的,领导者对离职意愿信任度是正面的并且显著的,雇主感知的意向外品牌是由员工对领导者的信任介导的,具有影响力和重要意义。关键词:雇主品牌、品牌内涵、品牌管理、保留
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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