Analysis Of Career Interests In The Hospitality Industry Among Generation Z In Tasikmalaya City

Abstract

This study aims to analyze Generation Z's interest in choosing a career in the hospitality industry in Tasikmalaya City. With Generation Z becoming increasingly dominant as part of the new workforce, the hospitality industry faces strategic challenges in attracting superior talent with different characteristics, preferences, and work expectations compared to previous generations. This study applies a quantitative approach by distributing questionnaires to 100 respondents consisting of final-year students and recent graduates in Indonesia. Data analysis was conducted using multiple linear regression to test the simultaneous and partial effects between variables. The results show that employer branding simultaneously has a significant effect on Generation Z's interest in pursuing a career in the hospitality sector. Meanwhile, the economic value dimension remains a consideration, but does not occupy a primary position as a pull factor.