Pengaruh Employer Attractiveness terhadap Intention to Apply pada ParagonCorp dengan Mediasi Person-Organization Fit

Abstract

Generasi Z menekankan kesesuaian nilai pribadi dengan budaya organisasi dalam memilih tempat bekerja, menjadikan person-organization fit (P-O fit) penting di tengah war for talent pada industri FMCG kosmetik, termasuk ParagonCorp. Namun, peran P-O fit dalam menjembatani employer attractiveness dan intention to apply masih belum konsisten pada penelitian terdahulu. Penelitian ini menganalisis kondisi eksisting ketiga variabel tersebut serta peran mediasi P-O fit pada ParagonCorp, menggunakan data primer dari 283 mahasiswa tingkat akhir/fresh graduate yang dianalisis dengan statistik deskriptif dan PLS-SEM. Hasil menunjukkan employer attractiveness berpengaruh positif signifikan terhadap intention to apply dan P-O fit, tetapi P-O fit tidak signifikan memengaruhi intention to apply maupun memediasi pengaruhnya. Pada sampel penelitian ini, niat melamar Generasi Z menunjukkan hubungan yang lebih kuat dengan daya tarik perusahaan, khususnya development value, dibandingkan kesesuaian nilai. ParagonCorp disarankan memperkuat komunikasi peluang pengembangan karier sekaligus memperhatikan kesesuaian nilai kandidat pada tahap seleksi.

Generation Z emphasizes alignment between personal values and organizational culture when choosing a workplace, making person-organization fit (P-O fit) important amid the intense war for talent in the cosmetics FMCG industry, including at ParagonCorp. However, the role of P-O fit in bridging employer attractiveness and intention to apply remains inconsistent across prior studies. This study analyzes the existing conditions of these three variables and the mediating role of P-O fit at ParagonCorp, using primary data from 283 final-year students/fresh graduates analyzed with descriptive statistics and PLS-SEM. Results show employer attractiveness has a significant positive effect on both intention to apply and P-O fit, but P-O fit does not significantly affect intention to apply nor mediate that effect. Within this study's sample, Generation Z's intention to apply shows a stronger relationship with employer attractiveness, particularly development value, than with value fit. ParagonCorp is advised to strengthen communication on career development opportunities while also attending to candidates' value fit during selection.