The Effect of Employer Branding and Job Satisfaction on Employee Retention among Generation Z Employees in Tasikmalaya City
Date Published : 23 August 2026
Contributors
Dea Amelia
Siliwangi University
Author
Tasya Ivani
Author
Keywords
Employer Branding
Job Satisfaction
Employee Retention
Generation Z
Proceeding
Track
General Track
License
Copyright (c) 2026 International Seminar and Conference on Management, Research, and Transformation (I-SMART)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
This study aims to examine the influence of employer branding and job satisfaction on employee retention among Generation Z employees in Tasikmalaya City. The research employed a quantitative approach with a descriptive method. Data were obtained through questionnaires distributed to Generation Z employees working across various business sectors in the city. The findings indicate that employer branding plays a crucial role in shaping a positive corporate image as an attractive workplace, which enhances employee loyalty and willingness to remain within the organization. Moreover, job satisfaction contributes to retention through emotional attachment and comfort in the work environment. These results highlight that the synergy between strong employer branding and high job satisfaction serves as a strategic factor in maintaining young talents amid increasing labor market competition. This study provides valuable insights for organizations to design sustainable and effective employee retention strategies.
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How to Cite
Dea Amelia, D. A., & Ivani, T. (2026). The Effect of Employer Branding and Job Satisfaction on Employee Retention among Generation Z Employees in Tasikmalaya City. International Seminar and Conference on Management, Research, and Transformation (I-SMART), 1, 377-384. https://conference.unsil.ac.id/ismart/paper/view/206