PENGARUH KOMUNIKASI EMPLOYER BRANDING TERHADAP PEMBENTUKAN CITRA PERUSAHAAN PT. PARAGON TECHNOLOGY AND INNOVATION (ANALISIS ISI PADA MEDIA SOSIAL INSTAGRAM @GROWATPARAGON)

ANISA, SEPTIA and Lionardo, Andries and Saraswaty, Erlisa (2022) PENGARUH KOMUNIKASI EMPLOYER BRANDING TERHADAP PEMBENTUKAN CITRA PERUSAHAAN PT. PARAGON TECHNOLOGY AND INNOVATION (ANALISIS ISI PADA MEDIA SOSIAL INSTAGRAM @GROWATPARAGON). Undergraduate thesis, Sriwijaya University.

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Abstract

The Employer Branding activities present a different concept compared to other branding activities which in employer branding activities, the company will carry out soft selling to create the perception of job seekers that the company has a good image and it is an ideal workplace for them. Therefore, which raised the issue of the influence of employer branding on the establishment of the corporate image of PT. Paragon Technology and Innovation. This research used quantitative content analysis method with explanative descriptive technique. The theories used in this research were Employer Branding theory by Pierre Berthon and Corporate Image theory by Handi Irawan. The data of this research was obtained from the result of filling out the coding sheet by two coders. Based on the result of the research, its was found that the Development Value achieved the highest achievement in the employer Branding variable with a total percentage of 83.6% and the Attractiveness dimension achieved the highest achievement in the Corporate Image variable with a total percentage of 93.5%. Then, it was found that there was a significant influence between employer branding on the establishment of the corporate image of PT. Paragon Technology and Innovation through social media Instagram @Growatparagon, with the regression equation Y = 17.952 + 0.678 X. The value obtained was 0.734 or 73.4%, where the employer branding variable has an influence of 73.4% on the corporate image variable and the remaining 26.6% was based on other factors. Keywords: Employer Branding, Corporate Image, Content Analysis, PT. Paragon Technology and Innovation.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Employer Branding, Citra Perusahaan, Komunikasi Korporasi
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Septia Anisa
Date Deposited:	06 Apr 2022 02:01
Last Modified:	06 Apr 2022 02:01
URI:	http://repository.unsri.ac.id/id/eprint/67161

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