IDENTIFYING THE EMPLOYER BRANDING OF KSU PUTRA MANDIRI TO IMPROVE THE EMPLOYEE ENGAGEMENT

• Main Author: Syafiq Andriansyah Rosidi, A.
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49454
• Institution: Institut Teknologi Bandung

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.