Impact of Interest value, Social, and Economic Factors on the Application Intentions towards Gojek Startup among Job Seekers in the Jabodetabek Region

Vanessa Vanessa; Wanda Gema Prasadio Akbar Hidayat

doi:10.21834/e-bpj.v9iSI19.5760

Authors

Vanessa Vanessa Department of Management, Faculty of Business, Multimedia Nusantara University, Indonesia
Wanda Gema Prasadio Akbar Hidayat Department of Management, Faculty of Business, Multimedia Nusantara University, Indonesia

DOI:

https://doi.org/10.21834/e-bpj.v9iSI19.5760

Keywords:

Economic Value, Intention to Apply, Social Value

Abstract

The attractiveness of employer branding strategies, particularly in startups such as the Indonesian fintech company Gojek, plays a pivotal role in drawing Generation Z's and Millennials' attention. This research aimed to empirically examine the influence of interest, social, and economic values on the intention to apply to Gojek among job seekers in the Jabodetabek area. Utilizing a quantitative research design, the study adopted a non-probability judgment sampling technique to select participants, surveying 150 Generation Z and Millennial job seekers. The data collected were analyzed through SPSS version 25. The outcomes indicated that the decision to apply is influenced concurrently by interest values, social values, and economic values. Specifically, the analysis revealed that interest value significantly enhances application intentions (t-count > t-table: 4,340 > 1,655), as do social values (t-count > t-table: 2,290 > 1,655) and economic values (t-count > t-table: 2,488 > 1,655). The study underscores the necessity for Gojek to bolster its value propositions, especially by fostering promising career paths aligned with the valued attributes and economic benefits, which are crucial factors in attracting job applicants. These insights advocate for a strategic emphasis on nurturing an employer brand that harmonizes with the aspirational and pragmatic expectations of contemporary job seekers, thereby enhancing their inclination to pursue employment opportunities within Gojek.

References

Afdi, Z., & Purwanggono, B. (2018). Designing a strategy based on the lean startup methodology to encourage the growth of technology-based startups in Indonesia. Industrial Engineering Online Journal, 6(4). https://ejournal3.undip.ac.id/index.php/ieoj/article/view/20398

Angelia, D. (2022). Indonesia Has the Largest Collection of Startups in Southeast Asia. GoodStats.https://goodstats.id/article/nomor-startup-indonesia-terbanyak-di-asia-tenggara-2022-r38FI

Assauri, S. (2012). Strategic Marketing Sustaining Lifetime Customer Value (1st ed). RajaGrafindo Persada.

Bateman, TS & Snell, SA. (2013). Management. Mc-Graw Hill/Irwin

Braga, BM & Germano Glufke Reis, GG. (2016). Employer attractiveness from a generational perspective: Implications for employer branding. Revista de Administração. https://doi.org/10.5700/rausp1226 DOI: https://doi.org/10.5700/rausp1226

Burns, AC, & Veeck, A. (2019). Marketing Research. United States of America: Pearson Education

Cable, D. M., & Judge, T. A. (1994). Pay preferences and job search decisions: A person-organization fit perspective. Personnel Psychology, 47(2), 317-348. https://doi.org/10.1111/j.1744-6570.1994.tb01727.x DOI: https://doi.org/10.1111/j.1744-6570.1994.tb01727.x

Central Bureau of Statistics. (2020). “Results of the 2020 Population Census”. BPS. https://demakkab.bps.go.id/news/2021/01/21/67/hasil-sensus-penduduk-2020.html

Central Bureau of Statistics. (2022). Indonesian Statistics in 2022 Infographics. BPS.

Central Bureau of Statistics. (2022). Total Population of DKI Jakarta Province by Age Group and Gender 2020-2022. BPS DKI Jakarta Province. https://jakarta.bps.go.id/indicator/12/111/1/nomor-penduduk-provinsi-dki-jakarta-menurut-group-agem-dan-tipe-kelamin.html

Chatman, J. A. (1989). Improving interactional organizational research: A model of person-organization fit. Academy of Management Review, 14(3), 333-349. https://doi.org/10.5465/amr.1989.4279063 DOI: https://doi.org/10.5465/amr.1989.4279063

Chillakuri, B. (2020). “Understanding Generation Z Expectations for Effective Onboarding.” Journal of Organizational Change Management, 33. doi: 10.1108/JOCM- 02-2020-0058. DOI: https://doi.org/10.1108/JOCM-02-2020-0058

Cooper, DR, & Schindler, PS. (2014). Business research methods 12th Edition. New York, NY: McGraw-Hill Education.

Deloitte. (2018). The Deloitte Millennial Survey 2018. Deloitte Touche Tohmatsu Limited.

Eisenberger, R., Huntington, R., Hutchison, S., & Sowa, D. (1986). Perceived organizational support. Journal of Applied Psychology, 71(3), 500-507. https://doi.org/10.1037/0021-9010.71.3.500 DOI: https://doi.org/10.1037//0021-9010.71.3.500

Erlangga, M. (2016). 5 Startups Most Attracted by Indonesian Job Seekers | DailySocial.id. Dailysocial. https://dailysocial.id/post/5-startup-yang-paling-dilirik-pencari-kerja-indonesia.

Gerhart, B., & Fang, M. (2014). Pay for (individual) performance: Issues, claims, evidence and the role of sorting effects. Human Resource Management Review, 24(1), 41-52. https://doi.org/10.1016/j.hrmr.2013.08.010 DOI: https://doi.org/10.1016/j.hrmr.2013.08.010

Ghozali, I. (2018). Multivariate Analysis Application with IBM SPSS 25 Program. Semarang: Diponegoro University Publishing Agency.

gojek (n.d.). gojek https://www.gojek.com/en-id/about/

Gomes, D., & Neves, J. (2011). Organizational attractiveness and prospective applicants' intentions to apply. Personnel Review, 40(6), 684-699. doi:10.1108/00483481111169634 DOI: https://doi.org/10.1108/00483481111169634

Griffin, E. (2012). In A First Look at Communication Theory (eight edition). McGrew Hill.

Ha, NM, & Luan, NV (2018). The Effect of Employers Attraction and social media On Job Application Attention of Senior Student Pharmaceutical Universities in Vietnam. International Journal of Business and Society, 19(2), 473-491.

Habibi, M., & Juliawan, BH. (2018). "Creating Surplus Labor: Neo-liberal Transformations and The Development of Relative Surplus Population in Indonesia". Journal of Contemporary Asia, 48(4), 649-670. DOI: https://doi.org/10.1080/00472336.2018.1429007

Hair, et al. (2014). Multivariate Data Analysis. New International Edition. New Jersey: Pearson.

Handoko, TH (2014). Personnel Management and Human Resources. BPFE.

Hasibuan, M. (2016). Human Resource Management. Script Earth.

Hidayat, F. (2021). Startup Becomes Career Choice for Millennials and Generation Z. BeritaSatu.com. https://www.beritasatu.com/economy/772413/startup-jadi-Pilihan-karier-milenial-dan-generation-z

Indonesia No. 5 Startup Printers in the World - Katadata.co.id infographic. (2019). Katadata.https://katadata.co.id/ariayudhistira/infographic/5e9a55142bd43/indonesia-no-5-pendinding-startup-di-dunia

Kinicki, & Williams. (2016). Management: A practical introduction. New York: McGraw-Hill Education.

Kristof-Brown, A. L., Zimmerman, R. D., & Johnson, E. C. (2005). Consequences of individuals' fit at work: A meta-analysis of person-job, person-organization, person-group, and person-supervisor fit. Personnel Psychology, 58(2), 281-342. https://doi.org/10.1111/j.1744-6570.2005.00672.x DOI: https://doi.org/10.1111/j.1744-6570.2005.00672.x

Laruan. (2022). History of Gojek from the Beginning to the Success Story of Its Development. Smart Credit. https://www.creditpintar.com/education/history-gojek

Myrden, S., & Kelloway, K. (2015). Journal of Organizational Effectiveness: People and Performance. Young workers' perception of brand image: main and moderating effects, doi.org/10.1108/JOEPP-06-2015-0021. DOI: https://doi.org/10.1108/JOEPP-09-2014-0055

Now, U. & Bougie, R. (2016). Research Methods for Business: A Skill Building Approach Seventh Edition. United States of America: Wiley

Nunan, D., Briks, FD, & Malhotra, NK (2020). Marketing Research Applied Insight (6th ed). Pearson Education.

Octavilia, D. (2022). Gig Economy Current Work Trends? Come on, learn more here. LandX. https://landx.id/blog/gig-economy-tren-kerja-saat-ini-yuk-pelajari-selengkapnya-di-sini/

Permadi, KD, & Netra, IGSK (2015) The Influence of Reputation, Compensation, and Work Environment on Interest in Applying for Jobs by Udayana University Students. Retrieved from Google Scholar, https://ojs.unud.ac.id/index.php/management/article/download/14569/10540

Rechlin, AM, & Kraiger, K. (2012). The effect of degree characteristics on hiring outcomes for IO psychologists. The Industrial-Organizational Psychologist, 49(4), 37-47. DOI: https://doi.org/10.1037/e518332013-645

Ries, E. (2011). The Lean Startups. New York: Crown Business

Robbins, SP, & Coulter, M. (2012). Management (11th ed). Pearson Education.

Sabrina, FM (2021). Learn from the Gojek-Tokopedia Merger. Indonesian republic's finance ministry. ttps://www.djkn.kemenkeu.go.id/kanwil-sumut/baca-artikel/13955/Belajar-dari-Merger-Gojek-

Saini, GK, Gopal, A., & Kumari, N. (2015). Employer Brand and Job Application Decisions: Insights from the Best Employers. Management and Labor Studies, 40(1-2), 34–51. doi:10.1177/0258042x15601532 DOI: https://doi.org/10.1177/0258042X15601532

Saini, GK, Rai, P., & Chaudhary, MK (2013). What do the best employer surveys reveal about employer branding and intention to apply? Journal of Brand Management, 21(2), 95–111. doi:10.1057/bm.2013.10 DOI: https://doi.org/10.1057/bm.2013.10

Santiago, J. (2019). The relationship between brand attractiveness and the intention to apply for a job. European Journal of Management and Business Economics. doi:10.1108/ejmbe-12-2018-0136 DOI: https://doi.org/10.1108/EJMBE-12-2018-0136

Shiba, N. (2022). A Brief History of Startup Development in Indonesia. IDS Digital College. https://ids.ac.id/History-short-perkembangan-startup-di-indonesia/

Silva, AJ, & Dias, H (2022). The relationship between employer branding, corporate reputation and intention to apply to a job offer. International Journal of Organizational Analysis. Vol. 31 No. 8, pp. 1-16. DOI 10.1108/IJOA-01-2022-3129 DOI: https://doi.org/10.1108/IJOA-01-2022-3129

Sivertzen, A., Nilsen, ER, & Olafsen, AH (2013). Employer branding: Employer attractiveness and the use of social media. Journal of Product & Brand Management, 22(7), 473-483. doi:10.1108/jpbm-09-2013-0393

Sivertzen, AM, Nilsen, ER, & Olafsen, AH (2013). Employer branding: employer attractiveness and the use of social media. Journal of Product & Brand Management, 22(7), 473-483. DOI: https://doi.org/10.1108/JPBM-09-2013-0393

Solomon, M. (2020). Consumer behavior: Buying, having, and being. Harlow, England: Pearson.

Steiber, A., & Alänge, S. (2020). Corporate-startup collaboration: effects on large firms' business transformation. European Journal of Innovation Management, ahead-of-print(ahead-of-print). doi:10.1108/ejim-10-20190312 DOI: https://doi.org/10.1108/EJIM-10-2019-0312

Styven, ME, Nappa, A., Mariani, M., & Nataraajan, R. (2022). Employee perceptions of employers' creativity and innovation: Implications for employer attractiveness and branding in tourism and hospitality. Journal of Business Research, 290-298. https://doi.org/10.1016/j.jbusres.2021.12.038 DOI: https://doi.org/10.1016/j.jbusres.2021.12.038

Tanwar, K., & Kumar, A. (2019). Personnel Reviews. Employer brand, person-organization fit and employer of choice: Investigating the moderating effect of social media, 48(3), 799-823. doi:10.1108/pr-10-. DOI: https://doi.org/10.1108/PR-10-2017-0299

Twenge, J. M., Campbell, S. M., Hoffman, B. J., & Lance, C. E. (2010). Generational differences in work values: Leisure and extrinsic values increasing, social and intrinsic values decreasing. Journal of Management, 36(5), 1117-1142. https://doi.org/10.1177/0149206309352246 DOI: https://doi.org/10.1177/0149206309352246

Zikmund, WG, Babin, BJ, Carr, JC, & Griffin, M. (2013). Business Research Methods (9th ed.). Mason: Cengage Learning.