The Influence of Corporate Reputation and Compensation on Generation Z’s Job Application Intentions on Fresh Graduate of the Management Study Program at STIE Latifah Mubarokiyah

Indonesia, with 74.93 million Generation Z individuals, faces significant job market challenges, as 70% of the unemployed belong to this demographic. This study investigates the influence of Corporate reputation and compensation on job application interest among fresh graduates of the Management Study Program at STIE Latifah Mubarokiyah. Utilizing a quantitative descriptive method and multiple linear regression, the findings indicate that both variables significantly impact job application intentions, with coefficients of 1.661 for reputation and 1.300 for compensation. The R value of 0.915 and R Square of 83.7% demonstrate a strong relationship. The study recommends that companies enhance employer branding through strategic digital and social media engagement and develop attractive, competitive compensation packages to attract Generation Z talent