Pengaruh Employer Branding Dan Employee Value Proposition Terhadap Employee Engagement Pada Karyawan Back Office PT Midi Utama Indonesia Tbk. Cabang Bitung Tangerang

Abstract

This study aims to examine the influence of Employer Branding and Employee Value Proposition on Employee Engagement among Back Office employees of PT Midi Utama Indonesia Tbk, Bitung Tangerang Branch. A quantitative approach with an associative research design was employed. The study population consisted of 294 employees, while a sample of 170 respondents was determined using the Slovin formula with a probability sampling technique. Data were collected through a structured questionnaire using a five-point Likert scale and analyzed using simple and multiple linear regression, correlation analysis, coefficient of determination, t-test, and F-test with SPSS version 26. The findings reveal that Employer Branding has a positive and significant effect on Employee Engagement (β = 0.884; t = 30.410; p < 0.001), contributing 84.6% to employee engagement. Similarly, Employee Value Proposition has a positive and significant effect on Employee Engagement (β = 0.875; t = 29.857; p < 0.001), contributing 84.1%. Furthermore, Employer Branding and Employee Value Proposition simultaneously have a positive and significant effect on Employee Engagement (F = 709.533; p < 0.001), with a coefficient of determination (R²) of 0.895, indicating that both variables explain 89.5% of the variance in employee engagement. These findings suggest that strengthening the organization's employer brand and delivering a compelling employee value proposition are essential strategies for enhancing employee engagement.