SIKAP TERHADAP BRANDING PERUSAHAAN DENGAN JOB INSECURITY PADA KARYAWAN
DOI:
https://doi.org/10.22219/jipt.v2i2.1998Abstract
Sebuah Brand atau nama besar yang telah dimiliki oleh sebuah perusahaan akan menjadi tolak ukur bagi kualitas kinerja karyawannya. Untuk mencapai kinerja yang bagus pastilah seorang karyawan harus bekerja lebih keras lagi. Saat bekerja tersebut muncul sebuah tekanan terhadap pekerjaannya sehingga akan memunculkan sebuah ketidakamanan kerja atau sering dikenal dengan istilah job insecurity. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana hubungan antara sikap terhadap branding perusahaan dengan job insecurity pada karyawan. Penelitian ini menggunakan teknik analisis data yang bersifat kuantitatif dengan model skala Likert. Jumlah subjek penelitian sebanyak 100 orang yang bekerja di sebuah perusahaan. Hasil penelitian menunjukkan terdapat hubungan yang sangat signifikan antara sikap terhadap branding perusahaan dengan job insecurity, dengan nilai r sebesar -0,598 dan nilai p=0,000. Hal ini berarti semakin positif sikap karyawan terhadap branding perusahaan, maka akan semakin rendah job insecurity-nya. Sumbangan efektif sikap terhadap branding perusahaan terhadap job insecurity sebesar 35,8% yang artinya masih ada 64,2% job insecurity dipengaruhi oleh variabel lain.
Kata kunci: Sikap, brand, job insecurity
Company’s brand or trademark was used to measure the quality of the employees’ work performance. To achieve a good work performance, employees were thus required to work harder. This caused the employees to feel pressure at work and thus made them feel Job Insecurity. The purpose of this study was to determine how the relationship between attitudes toward branding the company with job insecurity on employees. This study uses the technique of quantitative data analysis with Likert scale models. The number of research subjects were 100 people working in a company. The results showed there was a significant relationship between attitudes toward branding the company with job insecurity, the r value of -0.598 and p = 0.000. This means that the more positive employee attitudes toward branding the company, the lower its job insecurity. Effective contribution to the company's branding attitude towards job insecurity was 35.8%, which means there are still 64.2% job insecurity is influenced by other variables.
Keywords: Attitude, brand, job insecurity
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