THE INFLUENCE OF SOCIAL MEDIA, EMPLOYER BRANDING, AND ORGANIZATIONAL REPUTATION ON GENERATION Z’S JOB APPLICATION INTENTIONS AT YAYASAN WIDYA SENTANA BADUNG

Objective: This study analyzes the influence of social media, employer branding, and organizational reputation on Generation Z's job application intentions at Yayasan Widya Sentana Badung. The study is motivated by the growing use of social media as a primary source of job-related information and by the increasing importance of employer image and organizational reputation in shaping young job seekers' decisions. Method: A quantitative causal-associative design was employed. The population consisted of 186 Generation Z students, from which 127 respondents were selected through purposive sampling using the Slovin formula as a basis for determining the minimum sample size. Data were collected through a Likert-scale questionnaire and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, an F-test, and the coefficient of determination. Results: Social media influence had a positive and significant effect on job application intention (b = 0.144; p = 0.040). Employer branding and organizational reputation also had positive and significant effects, with organizational reputation showing the strongest influence. Simultaneously, the three independent variables significantly affected Generation Z's job application intention (F = 11.189; p < 0.001). Novelty: These findings indicate that organizations can strengthen Generation Z's intention to apply by improving the quality of job-related information communicated through social media, building a credible employer brand, and maintaining a positive organizational reputation.