Analisis Peran Employee Branding dalam Meningkatkan Komitmen Organisasional dan Retensi Karyawan pada Bank Sumut Cabang Panyabungan

Abstract

The Bank Sumut Panyabungan Branch is confronted with significant challenges in maintaining organizational commitment and employee retention, which are pivotal elements in achieving long-term success. Employee branding represents a crucial strategy for fostering employee pride and attachment to the company. Nevertheless, the absence of internal communication, career development programs, and rewards for employees persists as a formidable obstacle that necessitates resolution. This study endeavors to examine the impact of employee branding on enhancing organizational commitment and employee retention at the Bank Sumut Panyabungan Branch. This study aims to determine the role of employee branding and organizational commitment in employee retention at the Bank Sumut Panyabungan Branch. The influence of employee branding on organizational commitment will be analyzed in relation to employee retention. The research method employed is quantitative, with an associative approach. The population of this study was all employees of the Bank Sumut Panyabungan Branch, with a sample size of 40 respondents. The sampling approach used in this study was probability sampling with a saturated sample technique. Primary data were obtained through direct questionnaire distribution, while secondary data were obtained through a literature review. The analysis method used is processed through SPSS Version 25 software. The findings of this study demonstrate that employee branding exerts a considerable positive influence on organizational commitment. This conclusion is supported by an account value of 9.806, which is greater than the critical value of 2.026 with a significance level of 0.000, which is less than 0.05. Additionally, the regression coefficient value of 0.811 further substantiates this relationship. The adjusted R-squared value indicates that employee branding exerts an influence of 70.9% on organizational commitment. Furthermore, employee branding has a significant positive effect on purchasing decisions, as indicated by a t-count value of 4.595, which is greater than the critical value of 2.026 with a sig value of 0.000, and a regression coefficient value of 0.626. The Adjusted R Square value demonstrates that employee branding (X) exerts a 34% influence on employee retention.