Gen Z Loyalty Is Not a Myth: A Mediated Analysis of Employer Branding and Employee Satisfaction in the Retail Sector
Keywords:
Generation Z, Employee Loyalty, Corporate Culture, Employer Branding.Abstract
This study aims to analyze the role of corporate culture in fostering loyalty among Generation Z employees in the retail industry. The sample consists of Generation Z employees working in Bandar Lampung. Data collection was conducted through an online questionnaire, which was developed using Google Forms. The link to the survey was then distributed digitally via various online platforms. To test the research hypotheses, a quantitative method with statistical analysis was employed. The findings reveal that Corporate Culture Strategy (CCS) has a positive and significant effect on both Employee Satisfaction (ES) and Employer Branding (EB). Furthermore, ES and EB each positively and significantly influence Generation Z Loyalty (GZL). CCS also directly and indirectly affects GZL in a significant manner. Mediation analysis indicates that ES and EB significantly mediate the relationship between CCS and GZL, suggesting that corporate culture shapes employee loyalty not only through direct influence but also through enhanced job satisfaction and positive perceptions of employer branding. This study is limited to a sample of Generation Z employees located in Bandar Lampung, which may affect the generalizability of the findings to a broader population. The study offers practical insights for retail companies on the importance of fostering a strong corporate culture to boost Generation Z employee loyalty. Additionally, it enriches the literature on human resource management strategies that focus on engaging and retaining young talent in the retail sector. This research provides a novel contribution by examining how corporate culture influences Generation Z loyalty in the retail sector, particularly emphasizing the roles of inclusivity, flexibility, and work-life balance as critical cultural elements. The study also explores the use of digital technologies to reinforce a corporate culture that resonates with Generation Z an area still underexplored in the context of Indonesian retail companies.
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