Examining the Impact of Ethical Corporate Social Responsibility and Training–Development on Employer Brand Loyalty: The Mediating Role of Organizational Commitment

Abstract

This study aims to examine the influence of Social Responsibility Ethics and Training-Development on Employer Brand Loyalty through Organizational Commitment at PT Bank Aceh Syariah Banda Aceh and Aceh Besar. This study uses a quantitative approach with the Structural Equation Modeling (SEM) method through the help of AMOS software. Data were collected using a questionnaire that was distributed to 103 respondents who met the research criteria. The results of the structural relationship test show that Social Responsibility Ethics have a positive effect on Employer Brand Loyalty and Organizational Commitment. In addition, Training and Development has also been proven to have a positive effect on Employer Brand Loyalty and has the strongest influence on Organizational Commitment. These findings indicate that the application of good organizational ethics and the continuous development of employee competencies play an important role in increasing employee loyalty and commitment to the organization. This research is expected to make a theoretical contribution to the development of human resource management studies and become a practical consideration for organizations in designing employee management strategies that are oriented towards loyalty and long-term commitment.