IDENTIFYING THE EMPLOYER BRANDING OF KSU PUTRA MANDIRI TO IMPROVE THE EMPLOYEE ENGAGEMENT
Cooperatives in Indonesia have a noble purpose. It is stated in UUD 1945 that cooperatives have objectives assisting in developing the national economy to establish a developed, flourishing, and equal society. However, the reality is that the implementation of cooperatives in Indonesia is experie...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/49454 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Cooperatives in Indonesia have a noble purpose. It is stated in UUD 1945 that cooperatives have
objectives assisting in developing the national economy to establish a developed, flourishing, and
equal society. However, the reality is that the implementation of cooperatives in Indonesia is
experiencing drawback, let alone achieving those objectives. Most of the problems come from
the quality of work of the human resources. Studies show that employee engagement or engaged
employee is critical for the overall performance of a business. In this case, KSU Putra Mandiri
has some issues regarding the level of their employee engagement. As employer branding
generally has an important relationship towards employee engagement, this research is aimed to
determine the employer branding factors that influence employee engagement in KSU Putra
Mandiri. The data obtained in this research were analysed sequentially using multiple linear
regression for the quantitative data to find the independent variables of employer branding, which
significantly affect the employee engagement. Then, it was followed by a semi-structured
interview for the qualitative data to strengthen the accuracy and confirm the fact of the prior data.
The finding of the study is the social values and economic values that were confirmed having a
positive and significant effect on employee engagement. Therefore, the employees' perceptive of
the brand of the company should improve as the employer are focused on increasing economic
values and social values. The suggestions for KSU Putra Mandiri knowing the results of the
research are to consider to manage the change or modification of their employer branding as an
image for their employees, to make comfortable working environment and supportive group of
people, and to give appropriate compensation package. |
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