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Ditemukan 3 dokumen yang sesuai dengan query

Cindy Rachma Muffidah

Peran Tipe Short Brand Story terhadap Purchase Intention FMCG dengan Perceived Brand Quality sebagai Mediator = The Role of Short Brand Story Type on Purchase Intention.Towards FMCG with Perceived Brand Quality as Mediator

"Penelitian mengenai penggunaan media cerita dalam dunia pemasaran FMCG sudah cukup banyak dilakukan. Meski demikian, penelitian spesifik yang membahas penggunaan short brand story di kemasan fast moving consumer goods (FMCG) belum banyak dilakukan dan bahkan belum ada di Indonesia. Oleh karena itu, penelitian ini dilakukan untuk melihat pengaruh dari short brand story terhadap purchase intention dengan perceived brand quality sebagai mediator. Short brand story (SBS) dibedakan menjadi self-transcendence dan selfenhancement. Penelitian ini diikuti oleh 432 partisipan yang berusia minimal 18 tahun secara daring. Alat ukur dari Schiffman dan Wisenblit (2015) digunakan untuk mengukur purchase intention dan perceived brand quality dari Boulding dan Kirmani (1993). Analisis Process dari Hayes menemukan bahwa SBS memengaruhi perceived brand quality secara positif. Di saat yang bersamaan, perceived brand quality juga memengaruhi purchase intention secara positif, sehingga efek mediasi dinyatakan hadir dalam penelitian ini. Selain itu, perhitungan statistik juga menemukan bahwa short brand story tipe self-transcendence memiliki perceived brand quality dan purchase intention yang lebih tinggi dibandingkan tipe self - enhancement. Hasil dari penelitian ini memberikan masukan kepada produsen fast moving consumer goods (FMCG) untuk menghadirkan inovasi terbaru terkait pemasaran produknya.

A lot of studies on the use of story media in FMCG marketing have been done quite a lot previously. However, a study that discusses the use of short brand stories in FMCG packaging has not been widely carried out and is not even available yet in Indonesia. Therefore, this study was conducted to see the effect of short brand stories on purchase intentions with the perceived brand quality acts as a mediator. Short brand stories are differentiated into self-transcendence and self-enhancement. This study was conducted online and attended by 432 participants who are at least 18 years old minimum of age. Purchase intention is measured using measurement scale adapted from Schiffman and Wisenblit (2015) and perceived brand quality is measured using measurement scare adapted from Boulding and Kirmani (1993). Process analysis from Hayes found that SBS positively influenced perceived brand quality, and at the same time, perceived brand quality positively influenced purchase intention. Therefore, the mediation effect is presented in this study. In addition, the statistics measurement also found that the self-transcendence type short brand story has a higher perceived brand quality and purchase intention than the self-enhancement type. The results of this study provide input to fast moving consumer goods (FMCG) producers in presenting the latest innovations related to product marketing."

Depok: Fakultas Psikologi Universitas Indonesia, 2020

S-pdf

UI - Skripsi Membership Universitas Indonesia Library

Cindy Natalia Wijaya

Pengaruh E-Recruitment Dan Employer Branding Terhadap Intensi Melamar Pekerjaan Pada Milenial Indonesia Di Perusahaan E-Grocery = The Influence of E-Recruitment and Employer Branding on the Intention to Apply for a Job among Indonesian Millennials in E-Grocery Companies

"Potensi perkembangan bisnis paska pandemi menuntut perusahaan e-grocery

untuk mengembangkan strategi yang dapat menarik banyak tenaga kerja, terutama

generasi milenial yang merupakan angkatan kerja terbesar di Indonesia. Sistem rekrutmen

yang efisien dan membangun citra perusahaan yang baik melalui employer branding

bermanfaat untuk menarik minat para calon pekerja. Studi akan berfokus untuk mengukur

pengaruh variabel e-recruitment, employer branding, dan interaksi keduanya terhadap intensi

melamar pekerjaan. Penelitian akan berbentuk experimental vignette method withinsubject,

dengan variasi 2x2. Dengan response rate sebesar 214,5%, total 210 partisipan

milenial yang diperoleh melalui teknik convenience sampling akan dihadapkan ada 4

buah variasi vignette/stimulus terstruktur dan realistik berupa iklan lowongan pekerjaan,

yang menggambarkan 4 kombinasi dari kedua variabel independen. Intensi melamar

partisipan akan diukur menggunakan skala Intention Toward Company setelah

mendapatkan paparan situasi realistik. Hasil penelitian menunjukkan bahwa erecruitment

tidak memiliki pengaruh signifikan terhadap intensi generasi milenial dalam

melamar pekerjaan di perusahaan e-grocery. Namun employer branding berhasil

memengaruhi intensi generasi milenial untuk melamar pekerjaan di perusahaan egrocery.

Hasil juga menunjukan bahwa ketika e-recruitment dan employer branding

dianalisis secara simultan, terdapat efek interaktif yang signifikan pada intensi generasi

milenial. Untuk itu, perusahaan dapat memperkuat employer branding sebagai sarana

komunikasi dan peningkatan citra perusahaan guna menarik minat para milenial.

Penggunaan e-recruitment juga baik untuk dilakukan namun perlu disosialisasikan

dengan baik, seperti melalui employer branding.

The potential for post-pandemic business development demands e-grocery

companies to formulate strategies that can attract a substantial workforce, particularly the

millennial generation, which constitutes the largest workforce in Indonesia. Efficient

recruitment systems and the cultivation of a positive corporate image through employer

branding are instrumental in garnering the interest of prospective employees. This study

aims to measure the influence of e-recruitment, employer branding, and their interaction

on the job application intentions of millennials. The research will adopt an experimental

vignette method within-subject design with a 2x2 variation. With a response rate 214,5%,

A total of 210 millennial participants obtained through convenience sampling, will be

exposed to four structured and realistic vignettes or job vacancy advertisements depicting

various combinations of the independent variables. The participants' job application

intentions will be measured using the Intention Toward Company scale after exposure to

realistic scenarios. The findings indicate that e-recruitment does not exert a significant

influence on the job application intentions of millennials in e-grocery companies.

However, employer branding effectively influences the job application intentions of

millennials in this context. Furthermore, when e-recruitment and employer branding are

analyzed simultaneously, a significant interactive effect on the job application intentions

of millennials is observed. Therefore, companies can strengthen their employer branding

as a means of communication and enhancing the corporate image to attract millennial

interest. While the use of e-recruitment is beneficial, proper socialization, such as through

employer branding, is essential."

Depok: Fakultas Psikologi Universitas Indonesia, 2023

T-pdf

UI - Tesis Membership Universitas Indonesia Library

Namira Aisyha

Analisis pengaruh employer brand perception terhadap perceived employee retention di moderasi oleh servant leadership: studi kasus: Hotel Grand Sahid Jaya = The effect of analysis of employer brand perception toward perceived employee retention moderated by servant leadership: case study: Hotel Grand Sahid Jaya DKI Jakarta

"ABSTRAK

Mempertahankan karyawan yang berharga selalu menjadi hal yang penting untuk organisasi, bahkan saat ini dibutuhkan lebih penting dalam pasar dimana sumber daya manusia tetap menjadi salah satu dari beberapa sumber yang dapat memberikan keuntungan kompetitif yang berkelanjutan. Penelitian ini bertujuan untuk menemukan keterkaitan antara Employer Brand Perception EBP , Servant Leadership SL dan Perceived Retensi Karyawan PER menggunakan data yang dikumpulkan dari 133 karyawan yang bekerja di Hotel Grand Sahid Jaya DKI Jakarta. Hasil penelitian ini menunjukkan bahwa perceived employee retention secara signifikan dipengaruhi oleh employer brand perception dan servant leadership. Sementara, servant leadership tidak memoderasi pengaruh antara perceived employee retention dan employer brand perception.

ABSTRACT

The retention of valuable employees has always been important to organizations, it takes on even more significance today in a marketplace where human capital remains one of the few resources that can provide a sustainable competitive advantage. This research study investigated the interrelationships among Employer Brand Perception EBP , Servant Leadership SL and Perceived Employee Retention PER using the data collected from 133 employees working in Hotel Grand Sahid Jaya DKI Jakarta. The results of this study showed that perceived employee retention is significantly affected by employer brand perception and servant leadership. Servant leadership does not moderate the effect of perceived employee retention and employer brand perception"

2017

S65885

UI - Skripsi Membership Universitas Indonesia Library

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