Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 8 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

ISLAMIC EMPLOYER BRANDING DAN MINAT KERJA GENERASI Z: STUDI EMPIRIS PADA BANK UMUM SYARIAH DI INDONESIA

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  • Disya Octanita Pratiwi Basyira
Disya Octanita Pratiwi Basyira
Universitas Padjadjaran
DOI: https://doi.org/10.2238/cdz2jt62

Published 2026-07-01

Keywords

  • Islamic Employer Branding,
  • Minat Kerja,
  • Generasi Z,
  • Bank Umum Syariah,
  • Korelasi Rank Spearman,
  • Job Pursuit Intention,
  • Generation Z,
  • Islamic Commercial Banks,
  • Spearman's Rank Correlation
    • ...More
    Less

How to Cite

ISLAMIC EMPLOYER BRANDING DAN MINAT KERJA GENERASI Z: STUDI EMPIRIS PADA BANK UMUM SYARIAH DI INDONESIA. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/cdz2jt62

Abstract

Meningkatnya dominasi Generasi Z Muslim di pasar tenaga kerja nasional dan belum optimalnya minat karier mereka di sektor keuangan syariah melatarbelakangi pentingnya eksplorasi faktor organisasional dalam pembentukan minat kerja. Penelitian ini bertujuan menganalisis hubungan korelasi antara Islamic Employer Branding dan minat kerja Generasi Z pada Bank Umum Syariah di Indonesia, dengan mengintegrasikan Person-Organization Fit Theory dan prinsip maqashid syariah sebagai kerangka teoretis. Pendekatan kuantitatif deskriptif dengan strategi survei digunakan, melibatkan 204 responden Muslim Generasi Z berstatus mahasiswa tingkat akhir dan fresh graduate yang dipilih melalui purposive sampling. Dikarenakan asumsi normalitas dan linearitas tidak terpenuhi, analisis data menggunakan Korelasi Rank Spearman. Hasil pengujian menunjukkan bahwa Islamic Employer Branding memiliki hubungan korelasi positif dan signifikan yang tergolong kuat terhadap minat kerja Generasi Z pada Bank Umum Syariah di Indonesia (ρ = 0,654; Sig. < 0,001), dengan kontribusi sebesar 42,8% terhadap variasi minat kerja. Secara deskriptif, dimensi dampak dan kontribusi sosial organisasi menjadi sinyal nilai yang paling kuat dipersepsikan oleh responden. Penelitian ini memberikan kontribusi teoretis dengan memindahkan diskursus Islamic Employer Branding dari ranah normatif ke ranah empiris-kuantitatif pertama yang mengoperasionalisasikan konstruk ini secara terukur dan ilmiah. The growing dominance of Muslim Generation Z in the national labor market and their suboptimal career interest in the Islamic financial sector underscore the need to explore organizational factors in shaping work interest. This study aims to analyze the correlation between Islamic Employer Branding and Generation Z's job pursuit intention toward Islamic Commercial Banks in Indonesia, integrating Person-Organization Fit Theory and maqashid shariah principles as the theoretical framework. A descriptive quantitative approach with a survey strategy was employed, involving 204 Muslim Generation Z respondents consisting of final-year undergraduate students and fresh graduates selected through purposive sampling. Due to violations of normality and linearity assumptions, data analysis was conducted using Spearman's Rank Correlation. Results indicate that Islamic Employer Branding has a strong, positive, and significant correlation with Generation Z's job pursuit intention toward Islamic Commercial Banks in Indonesia (ρ = 0.654; Sig. < 0.001), accounting for 42.8% of the variance in job pursuit intention. Descriptively, the organization's social impact and contribution dimension emerged as the strongest value signal perceived by respondents. This study contributes theoretically by shifting the discourse on Islamic Employer Branding from a normative-conceptual level to the first empirical-quantitative framework that operationalizes this construct in a scientifically measurable manner.
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