AI-Based Digital Training Programs and Employer Branding on Employee Retention with Employee Engagement As a Mediating Variable (Study on Technology Companies in Denpasar City)

Abstract

Rapid technological change demands organizations to implement innovative strategies in human resource management. This study aims to examine the effect of artificial intelligence (AI)-based digital training programs and employer branding on employee retention, with employee engagement as a mediating variable. The study was conducted using a quantitative approach through a survey of 150 employees from a technology company in Denpasar City. The analysis technique used was Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of the analysis indicate that employer branding has a direct, positive and significant effect on employee engagement and retention, and has a significant indirect effect through engagement. In contrast, AI-based digital training does not have a significant impact on engagement or retention, either directly or indirectly. Employee engagement has been shown to play a significant role in encouraging employee desire to stay with the company. Therefore, strengthening the organization's image as an attractive workplace is a key strategy in increasing employee loyalty, rather than relying solely on technology-based training approaches.