Intentions to Apply as Internship Students on Digital Start-Up Companies in Jakarta

  • Liza Agustina Maureen Nelloh Podomoro University
Keywords: intention to apply, organizational attractiveness, work meaningfulness, organizational attributes, employer branding


Human capital plays an important role in explaining organizational performance and survival, not only for well-established firms but also for digital startup companies. However no previous human resource literature, especially on employers’ brand, investigates the internship program in the startup digital firms. Our pre-test shows that students are less attracted to apply to startup digital companies. Consequently, this study aims to test students’ intention to be on an internship in startup digital companies with its several antecedents (organizational attractiveness, job meaning, organizational attributes, and institutional image). My purposive sampling generates 101 business and management students in Jakarta as my sample. I run Partial Least Square (PLS) to test my hypothesis. The results indicate that organizational attributes do not affect intention to be on an internship and other hypothesis tests exhibit positive results. Further, the findings also show that organizational attributes do not exhibit mediating effect. Overall, the results suggest that digital startup companies cooperate and collaborate with universities, especially business and management departments in research and student projects in order to attract the best students to be on internship on these companies that eventually will improve their performance.


Sumber Daya Manusia memegang peran penting dalam ketahanan dan peningkatan kinerja perusahaan baik berskala besar ataupun berskala startup digital. Akan tetapi, penelitian sebelumnya mengenai sumber daya manusia khususnya merek perekrut yang menguji secara khusus pada program magang yang banyak dilakukan oleh jurusan bisnis dan manajemen atau sejenisnya masih jarang dilakukan. Kemudian, hasil prates menunjukkan rendahnya ketertarikan dan keinginan mahasiswa untuk melamar di perusahaan startup digital. Oleh karena itu, penelitian ini bertujuan untuk menguji intensi melamar calon mahasiswa magang di perusahaan startup digital bersama beberapa antesendennya (ketertarikan organisasi, arti pekerjaan, atribut organisasi, dan citra institusi). Survey purposive sample dilakukan terhadap 101 mahasiswa jurusan bisnis dan manajemen di Jakarta. Partial Least Square (PLS) digunakan dalam penelitian ini untuk menguji hipotesis. Hasil penelitian ini mengindikasikan bahwa atribut organisasi tidak signifikan pengaruhnya terhadap intensi melamar, bersamaan dengan hasil posifitif pada semua uji hipotesis, dan juga membuktikan tidak adanya mediasi variabel atribut organisasi. Hasil penelitian ini menyarankan perusahaan startup digital untuk membina kerjasama dan kolaborasi yang kuat dengan pihak universitas khususnya jurusan bisnis dan manajemen dalam bidang riset dan proyek mahasiswa untuk menarik calon mahasiswa magang yang berkualitas sehingga dapat mencapai kinerja organisasi yang optimal.


Download data is not yet available.


Aguinis, H., and A. Glavas. 2017. On corporate social responsibility, sensemaking, and the search for meaningfulness through work. Journal of Management 20(10): 1 - 30. DOI: 10.1177/0149206317691575.

Aiman-Smith, L., T. N. Bauer, and D. M. Cable. 2001. Are you attracted? Do you intend to pursue? A recruiting policy-capturing study. Journal of Business and psychology 16(2): 219-237.

Bagozzi, R. P., and Y. Yi. 2012. Specification, evaluation, and interpretation of structural equation models. Journal of The Academy of Marketing Science 40(1): 8-34.

Birgelen, M. J. H. V., M. G. M. Wetzels, and W. M. V. Dolen. 2008. Effectiveness of corporate employment web sites: How content and form influence intentions to apply. International Journal of Manpower 29(8): 731-751. DOI:

Borman, W. C., D. R. Ilgen, and R. J. Klimoski. 2003. Handbook of psychology: Industrial and organizational psychology. 12th edition, John Wiley & Sons Inc.

Chhabra, N. L., and S. Sharma. 2014. Employer branding: strategy for improving employer attractiveness. International Journal of Organizational Analysis 22(1): 48-60.

Collins, C. J., and C. K. Stevens. 2002. The relationship between early recruitment-related activities and the application decisions of new labor-market entrants: a brand equity approach to recruitment. Journal of applied psychology 87(6): 1121.

Davila, T., M. J. Epstein, and R. D. Shelton. 2006. The creative enterprise: Managing innovative organizations and people. Greenwood Publishing Group.

Falk, R. F., and N. B. Miller. 1992. A primer for soft modeling. University of Akron Press

Freischlad, N. 2015. 5 years in review: Indonesia’s growth in startup funding since 2011. Techinasia. Available at

Gomes, D., and J. Neves. 2011. Organizational attractiveness and prospective applicants' intentions to apply. Personnel Review 40(6): 684-699.

Hair, J. F., W. C. Black, B. J. Babin, and R. E. Anderson. 2010. Multivariate data analysis: A global perspective. Seventh Edition, Upper Saddle River, NJ: Pearson.

Hansen, J. I. C., and M. E. Leuty. 2012. Work values across generations. Journal of Career Assessment 20(1): 34-52.

Henseler, J., and M. Sarstedt. 2013. Goodness-of-fit indices for partial least squares path modeling. Computational Statistics 28(2): 565-580.

Highhouse, S., M. E. Brooks, and G. Gregarus. 2009. An organizational impression management perspective on the formation of corporate reputations. Journal of Management 35(6): 1481-1493.

Hurst, J. L., L. K. Good, and P. Gardner. 2012. Conversion intentions of interns: what are the motivating factors?. Education+ Training 54(6): 504-522. DOI:

Jain, N., and P. Bhatt. 2015. Employment preferences of job applicants: Unfolding employer branding determinants. Journal of Management Development 34(6): 634-652.

Janice, and J. I. Leosaputro. 2014. The Impact of Corporate Image of PT XYZ towards Job Applicant Attraction in Surabaya. iBuss Management 2(2): 12-20.

Kaur, H., and H. Soch. 2013. Mediating roles of commitment and corporate image in the formation of customer loyalty. Journal of Indian Business Research 5(1): 33-51.

Kim, K. H., B. J. Jeon, H. S. Jung, W. Lu, and J. Jones. 2011. Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image. Journal of Business Research 64(11): 1207-1211.

Lemmink, J., A. Schuijf, and S. Streukens. 2003. The role of corporate image and company employment image in explaining application intentions. Journal of Economic Psychology 24(1): 1-15.

Maertz, C. P., P. A. Stoeberl, and J. Marks. 2014. Building successful internships: Lessons from the research for interns, schools, and employers. Career Development International 19(1): 123-142. DOI:

Maulana, A. 2016. Nilai transaksi e-commerce di Indonesia menggiurkan. CNN Indonesia. Available at

Roberson, Q. M., C. J. Collins, and S. Oreg. 2005. The effects of recruitment message specificity on applicant attraction to organizations. Journal of Business and Psychology 19(3): 319-339.

Ryan, A. M., M. Horvath, and S. D. Kriska. 2005. The role of recruiting source informativeness and organizational perceptions in decisions to apply. International Journal of Selection and Assessment 13(4): 235-249.

Tenenhaus, M., S. Amato, and V. E. Vinzi. 2004. A global goodness-of-fit index for PLS structural equation modelling. Proceedings. XLII SIS Scientific Meeting 1: 739-742.

Tsai, W. C., and I. W. F. Yang. 2010. Does image matter to different job applicants? The influences of corporate image and applicant individual differences on organizational attractiveness. International Journal of Selection and Assessment 18(1): 48-63.

Turban, D. B., and D. M. Cable. 2003. Firm reputation and applicant pool characteristics. Journal of Organizational Behavior 24(6): 733-751.

Urbano, D., C. Alvarez, and A. Turró. 2013. Organizational resources and intrapreneurial activities: an international study. Management Decision 51(4): 854-870.

Wei, Y. C., C. C. Chang, L. Y. Lin, and S. C. Liang. 2016. A fit perspective approach in linking corporate image and intention-to-apply. Journal of Business Research 69(6): 2220-2225.

Wetzels, M., G. Odekerken-Schröder, and C. V. Oppen. 2009. Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS quarterly 33(1): 177-195.

Wiersma, M. L., S. Wright, and B. Dik. 2016. Meaningful work: differences among blue-, pink-, and white-collar occupations. Career Development International 21(5): 534-551.

Xie, C., R. P. Bagozzi, and K. V. Meland. 2015. The impact of reputation and identity congruence on employer brand attractiveness. Marketing Intelligence & Planning 33(2): 124-146.
How to Cite
Nelloh, L. (2017). Intentions to Apply as Internship Students on Digital Start-Up Companies in Jakarta. Jurnal Ekonomi Dan Bisnis, 20(2), 347-366.