MENDORONG OCB PADA PEGAWAI SEKTOR PUBLIK: PERAN PENTING BRANDING EXPERIENCE DAN ENGAGEMENT
DOI:
https://doi.org/10.22437/jmk.v14i2.44030Abstract
Di tengah permasalahan rendahnya tingkat engagement pegawai secara global, organisasi publik dihadapkan pada tantangan baru dalam mengelola sumber daya manusianya agar dapat meningkatkan kinerja dan pelayanan kepada masyarakat. Penelitian ini bertujuan untuk mengkaji employer brand experience sebagai faktor yang memengaruhi Organizational Citizenship Behavior (OCB) di salah satu organisasi sektor publik di Indonesia yaitu Otoritas Pajak Pusat melalui peran employee engagement sebagai variabel mediator. Penelitian ini menggunakan pendekatan kuantitatif konfirmatori dengan metode CB-SEM. Responden adalah 351 Pegawai Negeri Sipil pada Otoritas Pajak Pusat yang memberikan pelayanan secara langsung kepada masyarakat. Hasil penelitian menunjukkan bahwa employer brand experience berpengaruh positif pada employee engagement dan OCB. Selain memengaruhi OCB secara langsung, employee engagement juga berperan sebagai mediator yang memengaruhi hubungan antara employer brand experience dengan OCB. Temuan ini memberikan wawasan penting bagi organisasi sektor publik dalam meningkatkan kinerja dan kualitas pelayanan publik melalui penguatan faktor branding dan pengalaman pegawai.
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