Pengaruh Employer Image dalam Konten TikTok 'A Day in My Life' terhadap Minat Melamar Kerja Generasi Z di PT Paragon Technology and Innovation

Satata, Eugene Aurora Michella Kathalleya (2026) Pengaruh Employer Image dalam Konten TikTok 'A Day in My Life' terhadap Minat Melamar Kerja Generasi Z di PT Paragon Technology and Innovation. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini bertujuan untuk menganalisis dan menguji pengaruh employer image dalam konten TikTok 'A Day in My Life' pada akun @nadalasido terhadap minat melamar kerja Generasi Z di PT Paragon Technology and Innovation. Berlandaskan teori Stimulus-Response (S-R), penelitian kuantitatif ini menggunakan metode survei dengan kuesioner daring via Google Forms. Sampel sebanyak 385 responden Generasi Z berusia 21-25 tahun dipilih melalui teknik purposive sampling dengan rumus Lemeshow. Hasil uji regresi linear sederhana menghasilkan persamaan Y = 1,513 + 0,397X. Uji t menunjukkan nilai t hitung sebesar 27,624 dengan nilai p sebesar 0,000, sehingga H0 ditolak dan H1 diterima. Nilai koefisien korelasi (R) sebesar 0,816 mengindikasikan hubungan yang sangat kuat, dengan koefisien determinasi sebesar 0,666 yang berarti employer image berkontribusi sebesar 66,6% terhadap minat melamar kerja, sedangkan 33,4% sisanya dipengaruhi oleh faktor lain di luar penelitian. Analisis deskriptif menunjukkan dimensi fasilitas kantor memperoleh nilai rata-rata tertinggi (4,30), sementara gaji (4,10) dan lokasi (4,09) merupakan yang terendah. Di sisi lain, tayangan konten terbukti efektif memicu pencarian informasi lowongan kerja dengan nilai rata-rata tertinggi (4,14). Kesimpulannya, visualisasi employer image yang dikemas secara otentik melalui employee influencer terbukti memiliki pengaruh positif dalam menarik minat melamar kerja Generasi Z yang kritis terhadap budaya organisasi./ This study aims to analyze and test the influence of employer image in 'A Day in My Life' TikTok content on the @nadalasido account toward Generation Z's intention to apply at PT Paragon Technology and Innovation. Grounded in the Stimulus-Response (S-R) theory, this quantitative research utilized a survey method with online questionnaires via Google Forms. A sample of 385 Generation Z respondents aged 21-25 was selected using purposive sampling based on the Lemeshow formula. The simple linear regression analysis yielded the equation Y = 1,513 + 0,397X. The t-test resulted in a t-count of 27,624 with a p-value of 0,000, thereby rejecting H0 and accepting H1. The correlation coefficient (R) 0f 0,816 indicates a very strong relationship, with a coefficient of determination of 0,666 meaning employer image contributes 66,6% to intention to apply, while the remaining 33,4% is influenced by other factors outside the study. Descriptive analysis revealed that the office facilities dimension obtained the highest mean score (4,30), whereas salary (4,10) and location (4,09) were the lowest. Furthermore, the video content is effectively proven to have a positive influence on attracting Generation Z applicants who are highly critical of organizational culture.

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