THE EFFECT OF INTERNSHIP AND EMPLOYER BRANDING ON CAREER INTENTION OF HOSPITALITY DEPARTMENT STUDENTS AT BALI TOURISM POLYTECHNIC

Abstract

The hospitality industry demands graduates who not only master theoretical knowledge but also possess practical readiness and hold a positive perception of employers as an attraction in their career choice. This study aims to examine the effect of internship experience (X?) and employer branding (X?) on career intention (Y) among Hospitality students at Bali Tourism Polytechnic. A quantitative approach with a survey design was employed, involving a sample of 81 final-year students selected from a population of 484 through purposive sampling and stratified random sampling. Primary data were collected using a structured questionnaire and analyzed via multiple linear regression. The results indicate that internship experience has a significant effect on career intention (p = 0.000 < 0.05), whereas employer branding does not exert a significant effect on career intention (p = 0.145 > 0.05). Simultaneously, both variables exert a significant influence on career intention (F-calculated = 184.30 > F-table = 3.11; p = 0.000 < 0.05). Moreover, the variables of internship experience and employer branding together account for 82.1% of the variance in students’ career intention, demonstrating that the relationship between these independent variables and career intention is very strong.Industri perhotelan menuntut lulusan yang tidak hanya menguasai pengetahuan teoritis, tetapi juga memiliki kesiapan praktis serta persepsi positif terhadap pemberi kerja sebagai daya tarik dalam pemilihan karier mereka. Penelitian ini bertujuan untuk mengkaji pengaruh pengalaman magang (X?) dan employer branding (X?) terhadap niat berkarier (Y) pada mahasiswa Jurusan Hospitaliti Politeknik Pariwisata Bali. Pendekatan kuantitatif dengan desain survei digunakan dalam penelitian ini, melibatkan sampel sebanyak 81 mahasiswa tingkat akhir yang dipilih dari populasi sebanyak 484 mahasiswa melalui teknik purposive sampling dan stratified random sampling. Data primer dikumpulkan melalui kuesioner terstruktur dan dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa pengalaman magang berpengaruh signifikan terhadap niat berkarier (p = 0,000 < 0,05), sedangkan employer branding tidak berpengaruh signifikan terhadap niat berkarier (p = 0,145 > 0,05). Secara simultan, kedua variabel tersebut berpengaruh signifikan terhadap niat berkarier (F-hitung = 184,30 > F-tabel = 3,11; p = 0,000 < 0,05). Selain itu, variabel pengalaman magang dan employer branding secara bersama-sama menjelaskan sebesar 82,1% variansi niat berkarier mahasiswa, yang menunjukkan bahwa hubungan antara variabel independen dan niat berkarier tergolong sangat kuat.