Pengaruh Employer Branding, Psychological Capital, Dan Job Crafting Terhadap Loyalitas Karyawan PT Perkebunan Nusantara IV Regional II
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Abstract
Penggabungan tiga belas perusahaan perkebunan ke dalam subholding PalmCo pada Desember 2023 menuntut perusahaan menjaga loyalitas karyawan di tengah perubahan struktur, budaya kerja, dan integrasi sumber daya manusia. Penelitian ini bertujuan menganalisis pengaruh Employer Branding, Psychological Capital, dan Job Crafting terhadap Loyalitas Karyawan PTPN IV Regional II, baik secara parsial maupun simultan. Penelitian kuantitatif ini menggunakan data primer dari 125 responden dan dianalisis dengan regresi linear berganda setelah instrumen dinyatakan valid dan reliabel serta memenuhi uji normalitas dan multikolinearitas. Hasil menunjukkan bahwa Employer Branding, Psychological Capital, dan Job Crafting masing-masing berpengaruh positif dan signifikan terhadap Loyalitas Karyawan. Secara simultan, ketiga variabel berpengaruh signifikan terhadap Loyalitas Karyawan, dengan model yang mampu menjelaskan sebagian besar variasi loyalitas. Job Crafting menjadi variabel paling dominan, meskipun selisihnya dengan dua variabel lain relatif kecil. Temuan ini mengindikasikan bahwa loyalitas pascamerger dibentuk oleh kombinasi citra organisasi sebagai pemberi kerja, kekuatan modal psikologis, dan keleluasaan karyawan menata ulang pekerjaannya. Manajemen disarankan memperkuat employer branding, mengembangkan modal psikologis, dan memfasilitasi job crafting.
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