PERSEPSI PENGGUNA TERHADAP EMPLOYER BRANDING GOJEK DAN DAMPAKNYA TERHADAP LOYALITAS SERTA CITRA MEREK DI ERA DIGITAL

The rapid development of information and communication technology has revolutionized the way companies interact and maintain relationships with their customers. In this digital era, public assessment of a company is not only based on the quality of its products or services, but also includes the company's values, organizational culture, and internal image communicated through various digital platforms. One communication strategy that is increasingly relevant in this context is employer branding, which is a company's strategic effort to build a positive image as an ideal workplace. This strategy not only aims to attract the best talent but also builds a positive public perception overall. This study aims to analyze the relationship between user perceptions of Gojek's employer branding, user loyalty, and brand image in the digital era. The research approach used Structural Equation Modeling (SEM) based on Partial Least Squares (PLS), involving 120 respondents who have been active users of the Gojek application for at least three months. The sampling technique used was purposive sampling, and data were collected through an online questionnaire via Google Form shared via WhatsApp. The results showed a positive influence of user perceptions on employer branding, brand image, and loyalty. However, a negative influence of employer branding on brand image and loyalty, as well as brand image on loyalty, was also found.