The Effect of Employer Branding and E-Recruitment on Gen Z’s Intention to Apply on Tiktok Shop in Tasikmalaya City

This study aims to analyze the influence of Employer Branding and E-Recruitment on Generation Z's intention to apply, with a focus on TikTok Shop users in Tasikmalaya City. As the workforce shifts to Gen Z, understanding the factors that drive their interest in digital platforms is crucial. This study uses a quantitative approach with multiple linear regression analysis techniques to test the hypothesis. Data was collected from 50 respondents and has undergone rigorous data quality testing, where all instruments were declared valid and reliable. The results of the study show significant findings. Partially, Employer Branding has been proven to have a positive and significant effect on the intention to apply. Similarly, E-Recruitment also showed a positive and significant influence. The F test (simultaneous) confirmed that both independent variables together had a significant influence on the intention to apply. The coefficient of determination (Adjusted R²) showed that 28.3% of the variation in the intention to apply could be explained by these two variables. The implication of these findings is that organizations targeting Gen Z talent on social-commercial platforms must strategically manage their employer brand and optimize their digital recruitment process. This study also indicates that 71.7% of other factors, such as Person-Organization (P-O) Fit, also influence application intent and provide scope for further research.