Employer Branding and Generation Z Employee Retention in the Jewelry Retail Sector: The Mediating Role of Organizational Commitment

Abstract

Purpose: The main purpose of this research is to get a better understanding of the link between Generation Z workers' perceptions of their employer's brand and their chance of remaining with Toko Mas Pantes Cirebon. Additionally, researcher will look at how organizational commitment mitigates this relationship.

Design/methodology/approach: Based on causal-associative theory, this quantitative research uses a cross-sectional methodology. To collect data, 113 Generation Z workers at Toko Mas Pantes Cirebon were given structured questionnaires to fill out using probability sampling methods. PLS-SEM method, using SmartPLS was used to examine the data, and the study hypotheses were evaluated using the bootstrapping technique .

Findings: The evidence shows that corporate branding has a favorable and substantial effect on employee retention. Additionally, it has been demonstrated that employer branding considerably and favorably influences organizational commitment, leaving a lasting impression on employee loyalty. Additionally, the results show that among Generation Z workers, organizational commitment functions as a mediating factor that explain how employee branding influences employee retention