EMPLOYER BRANDING IN PRACTICE : FOSTERING JOB SATISFACTION AND SUSTAINING EMPLOYEE RETENTION IN THE PALM OIL INDUSTRY
(A CASE STUDY OF PT SURYA ALAM PERMAI - PALEMBANG)
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Sabeli Aliya(1*)
Department of Management, Faculty of Social Sciences and Humanities, Bina Darma University, Palembang
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Putri Yulianti(2)
Department of Management, Faculty of Social Sciences and Humanities, Bina Darma University, Palembang
(*) Corresponding Author
Keywords:
Employer Branding, Employee Retention, Palm Oil Plantation and Processing Industry, Job Satisfaction
Abstract
The highly competitive nature of the palm oil industry requires companies to implement strategic human resource management practices, with employer branding playing a crucial role in enhancing organizational competitiveness. This study investigates the effect of employer branding on employee retention, with job satisfaction acting as a mediating variable, at PT Surya Alam Permai. A quantitative research approach was employed using purposive sampling, involving 50 respondents selected from a total population of 150 employees. Data were collected through structured questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to evaluate the relationships among the research variables. The findings reveal that employer branding has a positive and significant effect on job satisfaction. Furthermore, employer branding directly enhances employee retention. Job satisfaction also exerts a positive and significant influence on employee retention. In addition, job satisfaction significantly mediates the relationship between employer branding and employee retention, indicating that a strong employer image increases retention both directly and indirectly through enhanced employee satisfaction. These results underscore the strategic importance of employer branding in fostering job satisfaction, strengthening employee loyalty, and reducing turnover rates. Ultimately, an effective employer branding strategy contributes to long-term organizational sustainability and competitive advantage.
Keywords: Employer Branding; Employee Retention; Job Satisfaction; Palm Oil Plantation; Processing Industry
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References
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https://doi.org/10.1108/13620430410550754
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Geremias, R. L., Cavaco, L., & Sotomayor, A. M. (2025). Evaluating the Serial Mediating Role of Job Satisfaction and Self-Efficacy in the Relationship Between Work–Family Conflict and Turnover Intention of Portuguese Employees. Administrative Sciences, 15(3), 93. https://doi.org/10.3390/admsci15030093
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https://doi.org/10.22437/jmk.v10i02.13172
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Nurcahyo, A. R. P. (2019). Pengaruh Employer Branding terhadap Keinginan untuk Tinggal dengan Kepuasan Kerja sebagai Variabel Pemediasi di PT Purinusa Ekapersada Semarang.
Panggabean, L. F., Apriliana, G., & Kinnary, N. R. (2023). Pengaruh Pelatihan Dan Pengembangan Terhadap Retensi Karyawan Dan Kepuasan Kerja Dengan Keterikatan Karyawan Sebagai Variabel Mediasi. Jurnal Kewidyaiswaraan, 8(2), 45–57. https://doi.org/10.56971/jwi.v8i2.282
Pitasari, N. A. A., & Perdhana, M. S. (2018). Kepuasan kerja karyawan: Studi literatur. Diponegoro Journal of Management, 7(4), 605–612. https://ejournal3.undip.ac.id/index.php/djom/article/view/22488
Pricilla, K., & Martdianty, F. (2024). Pengaruh Employer Branding terhadap Employee Retention dengan Job Satisfaction, Organizational Identification serta Career Development sebagai Mediator: Studi pada Pekerja Perusahaan Teknologi. Jurnal Manajemen Dan Usahawan Indonesia, 47(2), 16–29. https://scholarhub.ui.ac.id/jmui/vol47/iss2/2
Putra, I., & Rahyuda, A. (2016). Pengaruh kompensasi, lingkungan kerja, dan perceived organizational support terhadap retensi karyawan. E-Jurnal Manajemen Universitas Udayana, 5(2), 255155.
Rahmawati, H. A. (2019). Pengaruh Manajemen Talenta terhadap Kinerja Karyawan melalui Retensi Karyawan pada PD. BPR Bank Daerah Lamongan. Jurnal Ilmu Manajemen, 7(2), 419–429.
Rathee, V., & Ritu. (2015). Impact of employer branding on employees’ attitude. Indian Management Journal, 7(2), 14–21.
Riyanto, A., Hendriani, S., & Efni, Y. (2018). Pengaruh kepemimpinan dan budaya organisasi terhadap kepuasan kerja dan kinerja karyawan bagian produksi kelapa sawit pada PT Perkebunan Nusantara V Kebun Sei Galuh. Jurnal Tepak Manajemen Bisnis, 10(4), 632–649.
Samboan, H., Tandirerung, C. J., & Jaya, A. (2025). Pengaruh Employer Branding terhadap Kepuasan Kerja Karyawan CV. Bintang Rejeki Sejahtera Makassar. Journal of Management, Accounting, and Administration, 1(4), 225–235. https://doi.org/10.52620/jomaa.v1i4.119
Sopiah. (2008). Perilaku Organisasional. Andi.
Sugiyono. (2021). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (Cetakan ke-30). Alfabeta.
Tambun, A., Sipayung, R., & Nainggolan, M. (2023). Pengaruh lingkungan kerja dan kepuasan kerja terhadap retensi karyawan PT Wilmar Nabati Indonesia. Jurnal Manajemen Industri Dan Logistik, 7(2), 85–94.
https://doi.org/10.1234/jmil.v7i2.4567
Wilden, R., Gudergan, S., & Lings, I. (2010). Employer branding: Strategic implications for staff recruitment. Journal of Marketing Management, 26(1–2), 56–73. https://doi.org/10.1080/02672570903577091
Yulianti, I. A., Hartono, S., & Agung, S. (2024). Upaya Employee Retention Melalui Employer Branding Dan Employee Engagement Pada Generasi Z. Jurnal Manajemen, 25(1), 124–137.
Aliya, S., & Ardila, B. (2024). Determinasi Fasilitas Kerja, Lingkungan Kerja Non-Fisik, dan Kepuasan Kerja Terhadap Kinerja Karyawan Pada PT. STL, Palembang. Jurnal Ekuilnomi, 6(3), 761–773. https://doi.org/10.36985/6N2JXR09
Alzaid, D., & Dukhaykh, S. (2023). Employer branding and employee retention in the banking sector in Saudi Arabia: Mediating effect of relational psychological contracts. Sustainability, 15(7), 6115. https://doi.org/10.3390/su15076115
Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3), 185–206. https://doi.org/10.1057/bm.1996.42
Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501–517.
https://doi.org/10.1108/13620430410550754
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Geremias, R. L., Cavaco, L., & Sotomayor, A. M. (2025). Evaluating the Serial Mediating Role of Job Satisfaction and Self-Efficacy in the Relationship Between Work–Family Conflict and Turnover Intention of Portuguese Employees. Administrative Sciences, 15(3), 93. https://doi.org/10.3390/admsci15030093
Ghozali, I. (2018). Structural Equation Modeling: Metode Alternatif dengan Partial Least Square (PLS) (Edisi 4). Badan Penerbit Universitas Diponegoro.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Sage Publications.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to Use and How to Report the Results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Handoko, D. S., & Rambe, M. F. (2018). Pengaruh Pengembangan Karir dan Kompensasi terhadap Komitmen Organisasi Melalui Kepuasan Kerja. Maneggio: Jurnal Ilmiah Magister Manajemen, 1(1). https://doi.org/10.30596/maneggio.v1i1.2238
Harvida, D. A., & Wijaya, C. (2020). Faktor yang mempengaruhi turnover karyawan dan strategi retensi sebagai pencegahan turnover karyawan: Sebuah tinjauan literatur. Jurnal Ilmu Administrasi Negara, 16(1), 13–23.
Herzberg, F., Mausner, B., & Snyderman, B. (1959). The Motivation to Work. John Wiley & Sons.
Jennifer, A. C. (2005). HR How To: Employee Retention. CCH Incorporated.
Khalid, K., & Nawab, S. (2018). Employee participation and employee retention in view of compensation. SAGE Open, 8(4). https://doi.org/10.1177/2158244018810067
Kristianto, N. A., & Handoyo, S. (2020). Pengaruh employer branding terhadap employee retention dengan employee engagement sebagai mediator pada Generasi Milenial. Jurnal [Tanpa DOI Tersedia].
Lisdayanti. (2015). Pengaruh Kepuasan Kerja Terhadap Retensi Karyawan. Jurnal Maker, 1(1), 30–38.
Mathis, R. L., & Jackson, J. H. (2011). Human Resource Management. Salemba Empat.
Mubarok, M. A., & Purnamasari, P. E. (2025). The Impact of Online Sales and QRIS on UMKM Income with Financial Literacy as A Mediating Variable: A Study of Culinary UMKMS in Malang City. Journal of Management : Small and Medium Enterprises (SMEs), 18(2), 967–980. https://doi.org/10.35508/JOM.V18I2.19999
Nainggolan, M. U., Johannes, J., & Rosita, S. (2022). The Effect of Coordination on Performance With Satisfaction as Intervening Variable. Jurnal Manajemen Terapan Dan Keuangan, 10(2), 341–353.
https://doi.org/10.22437/jmk.v10i02.13172
Nazwa, P. P. J., & Irbayuni, S. (2024). Penerapan Employer Branding Terhadap Kepuasan Kerja. Padma, 4(2), 636–642. https://doi.org/10.56689/padma.v4i2.1580
Nurcahyo, A. R. P. (2019). Pengaruh Employer Branding terhadap Keinginan untuk Tinggal dengan Kepuasan Kerja sebagai Variabel Pemediasi di PT Purinusa Ekapersada Semarang.
Panggabean, L. F., Apriliana, G., & Kinnary, N. R. (2023). Pengaruh Pelatihan Dan Pengembangan Terhadap Retensi Karyawan Dan Kepuasan Kerja Dengan Keterikatan Karyawan Sebagai Variabel Mediasi. Jurnal Kewidyaiswaraan, 8(2), 45–57. https://doi.org/10.56971/jwi.v8i2.282
Pitasari, N. A. A., & Perdhana, M. S. (2018). Kepuasan kerja karyawan: Studi literatur. Diponegoro Journal of Management, 7(4), 605–612. https://ejournal3.undip.ac.id/index.php/djom/article/view/22488
Pricilla, K., & Martdianty, F. (2024). Pengaruh Employer Branding terhadap Employee Retention dengan Job Satisfaction, Organizational Identification serta Career Development sebagai Mediator: Studi pada Pekerja Perusahaan Teknologi. Jurnal Manajemen Dan Usahawan Indonesia, 47(2), 16–29. https://scholarhub.ui.ac.id/jmui/vol47/iss2/2
Putra, I., & Rahyuda, A. (2016). Pengaruh kompensasi, lingkungan kerja, dan perceived organizational support terhadap retensi karyawan. E-Jurnal Manajemen Universitas Udayana, 5(2), 255155.
Rahmawati, H. A. (2019). Pengaruh Manajemen Talenta terhadap Kinerja Karyawan melalui Retensi Karyawan pada PD. BPR Bank Daerah Lamongan. Jurnal Ilmu Manajemen, 7(2), 419–429.
Rathee, V., & Ritu. (2015). Impact of employer branding on employees’ attitude. Indian Management Journal, 7(2), 14–21.
Riyanto, A., Hendriani, S., & Efni, Y. (2018). Pengaruh kepemimpinan dan budaya organisasi terhadap kepuasan kerja dan kinerja karyawan bagian produksi kelapa sawit pada PT Perkebunan Nusantara V Kebun Sei Galuh. Jurnal Tepak Manajemen Bisnis, 10(4), 632–649.
Samboan, H., Tandirerung, C. J., & Jaya, A. (2025). Pengaruh Employer Branding terhadap Kepuasan Kerja Karyawan CV. Bintang Rejeki Sejahtera Makassar. Journal of Management, Accounting, and Administration, 1(4), 225–235. https://doi.org/10.52620/jomaa.v1i4.119
Sopiah. (2008). Perilaku Organisasional. Andi.
Sugiyono. (2021). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (Cetakan ke-30). Alfabeta.
Tambun, A., Sipayung, R., & Nainggolan, M. (2023). Pengaruh lingkungan kerja dan kepuasan kerja terhadap retensi karyawan PT Wilmar Nabati Indonesia. Jurnal Manajemen Industri Dan Logistik, 7(2), 85–94.
https://doi.org/10.1234/jmil.v7i2.4567
Wilden, R., Gudergan, S., & Lings, I. (2010). Employer branding: Strategic implications for staff recruitment. Journal of Marketing Management, 26(1–2), 56–73. https://doi.org/10.1080/02672570903577091
Yulianti, I. A., Hartono, S., & Agung, S. (2024). Upaya Employee Retention Melalui Employer Branding Dan Employee Engagement Pada Generasi Z. Jurnal Manajemen, 25(1), 124–137.
Published
2026-03-06
How to Cite
Aliya, S., & Yulianti, P. (2026). EMPLOYER BRANDING IN PRACTICE : FOSTERING JOB SATISFACTION AND SUSTAINING EMPLOYEE RETENTION IN THE PALM OIL INDUSTRY. Journal of Management : Small and Medium Enterprises (SMEs), 19(1), 443-454. https://doi.org/10.35508/jom.v19i1.24678
Section
Articles
