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The Effect of Employer Branding and Person-Organization Fit (POF) on Intention to Apply in E-Commerce Companies in Indonesia

In: Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2023)

Author

Listed:
  • Elvina Nadya

    (Universitas Negeri Malang)

  • Fatma Azzahra

    (Universitas Negeri Malang)

  • Julia Ningsih

    (Universitas Negeri Malang)

  • M. Ariq Fahri

    (Universitas Negeri Malang)

  • Dediek Tri Kurniawan

    (Universitas Negeri Malang)

Abstract

This study aims to determine the motivation of interest in applying for work in e-commerce companies. The object of this study was all students who had never worked or apprenticed in e-commerce, with a sample of 321 respondents. Researchers want to know the effect of the dimensions of employer branding, such as work culture, ethics and CSR, diversity, salary and incentives, and person-organization fit on the intention to apply (interest in applying for work) in e-commerce companies. This study uses work culture, ethics and CSR, diversity, salary and incentives, and person-organization fit as the independent variables and intention to apply as the dependent variable. The analysis used includes validity test, reliability test, descriptive statistical test, and linear regression analysis. Based on the t-test conducted and the results of the linear regression analysis, work culture, and personal organization fit in e-commerce companies have a positive and significant effect on performance.

Suggested Citation

  • Elvina Nadya & Fatma Azzahra & Julia Ningsih & M. Ariq Fahri & Dediek Tri Kurniawan, 2023. "The Effect of Employer Branding and Person-Organization Fit (POF) on Intention to Apply in E-Commerce Companies in Indonesia," Advances in Economics, Business and Management Research, in: Ika Zutiasari & Dediek Tri Kurniawan (ed.), Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2023), pages 225-232, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-302-3_26
    DOI: 10.2991/978-94-6463-302-3_26
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