ANALISIS FAKTOR EMPLOYER BRANDING COFFEE SHOP LOKAL DALAM MENARIK MINAT KERJA GENERASI Z DI GARUT

Abstract

This study aims to identify and classify factors shaping the attractiveness of coffee shops as workplaces from an employer branding perspective. It employs a quantitative approach with an exploratory design. Data were gathered through questionnaire distribution to 104 Generation Z respondents in Garut interested in working at local coffee shops. The data analysis technique was Exploratory Factor Analysis (EFA) using Principal Component Analysis (PCA) extraction method and Varimax rotation to clarify factor structure. Results revealed six main factors cumulatively explaining 62.173% of data variance. These factors represent career development, employee well-being, supportive work climate, job fit satisfaction, physiological safety climate, and positive work environment dimensions—namely Career Growth Opportunity, Employee Well-Being, Supportive Work Climate, Job Fit Satisfaction, Physiological Safety Climate, and Positive Work Environment. These findings confirm that self-development aspects and work environment are primary considerations for Generation Z in selecting workplaces. This study’s implications highlight the urgency of employer branding strategies emphasizing conducive work environments and sustainable career development opportunities to enhance appeal among Generation Z.