Pengaruh Green Human Resource Management (GHRM) terhadap Employer Branding dengan Organizational Attractiveness sebagai Variabel Mediasi pada PT XYZ

Abstract

Praktik Green Human Resource Management (GHRM) semakin mendapat perhatian sebagai bentuk komitmen perusahaan terhadap keberlanjutan. GHRM tidak hanya berdampak pada operasional internal, tetapi juga berkontribusi dalam membentuk citra positif perusahaan di mata calon karyawan. Penelitian ini bertujuan untuk menganalisis pengaruh GHRM terhadap employer branding, serta menguji peran organizational attractiveness sebagai variabel mediasi. Studi dilakukan di PT XYZ dengan pendekatan kuantitatif terhadap 44 karyawan sebagai sampel jenuh. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan analisis deskriptif serta SEM-PLS. Hasil menunjukkan bahwa GHRM berpengaruh positif dan signifikan terhadap employer branding, baik secara langsung maupun melalui mediasi organizational attractiveness. Temuan ini menegaskan pentingnya integrasi nilai keberlanjutan dalam pengelolaan SDM untuk memperkuat citra perusahaan di mata talenta potensial.

Green Human Resource Management (GHRM) practices have increasingly gained attention as a form of corporate commitment to sustainability. GHRM not only affects internal operations but also contributes to building a positive corporate image in the eyes of prospective employees. This study aims to analyze the influence of GHRM on employer branding and examine the mediating role of organizational attractiveness in this relationship. The research was conducted at PT XYZ using a quantitative approach with a saturated sample of 44 employees. Data were collected through questionnaires and analyzed using descriptive analysis and SEM-PLS. The results show that GHRM has a positive and significant effect on employer branding, both directly and indirectly through organizational attractiveness. These findings highlight the importance of integrating sustainability values into human resource management to strengthen the company's image among potential talent.