This study examines how five dimensions of employer attractiveness
interest, economic, development, social, and application values relate
to employees’ intention to stay at PT Asih Tunggal Jati, a fuel-transport
company in Sorong, Southwest Papua. A quantitative survey of full-
time employees (N = 74) used a 28-item Likert instrument adapted from
established EmpAt scales, with purposive criteria of at least one year
of tenure to ensure informed responses. Construct quality was verified
through corrected item–total correlations and Cronbach’s alpha in the
acceptable to strong range, and descriptive means indicated overall
favorable perceptions across all EmpAt dimensions and retention
intention. Multiple linear regression yielded a significant model with
strong explanatory power (F = 43.068, p < .001; Adjusted R² = .742),
and all five dimensions showed positive, significant partial effects on
intention to stay (p < .001). Standardized coefficients pointed to interest
value as the strongest predictor (β = .820), followed by application (β
= .727), economic (β = .671), social (β = .570), and development (β =
.564), suggesting that stimulating, innovative work and scope to apply
and share skills are at least as influential as compensation, team climate,
and growth opportunities in shaping retention intentions. Situated in an
under-represented logistics context in Eastern Indonesia, the findings
add evidence that non-economic value propositions within employer
branding matter for keeping experienced operational talent, and they
offer clear guidance for managers seeking to reduce turnover by
enriching job content, enabling knowledge sharing, and maintaining
fair rewards.