Pengaruh Employer Branding Terhadap Kepuasan Kerja Karyawan CV. Bintang Rejeki Sejahtera Makassar
Keywords:
employer branding, kepuasan kerja, citra perusahaan, loyalitas karyawanAbstract
Employer branding plays a crucial role in building a positive corporate image and increasing employee job satisfaction. This study aims to analyze the effect of employer branding on employee job satisfaction at CV. Bintang Rejeki Sejahtera, Makassar. The research method used is quantitative with a multiple linear regression approach. Data were collected through a questionnaire survey of 30 company employees. The results of the study indicate that employer branding has a positive and significant effect on employee job satisfaction with a coefficient of determination (R²) of 64%. This means that employer branding contributes significantly to increasing employee job satisfaction, while the other 36% is influenced by other factors. The main contributing factors of employer branding are company reputation, organizational culture, and work environment. Thus, companies are advised to strengthen employer branding through effective internal communication, employee rewards, and the development of a work environment that supports work-life balance. This study confirms that employer branding is not only a recruitment strategy, but also an important factor in improving employee welfare and loyalty.References
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