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All Journal JURNAL MANAJEMEN MOTIVASI Journal of Economic, Bussines and Accounting (COSTING) JURNAL MANAJEMEN (EDISI ELEKTRONIK) Journal of Humanities and Social Studies JASF (Journal of Accounting and Strategic Finance) Open Access Indonesia Journal of Social Sciences Jurnal Pengabdian kepada Masyarakat Nusantara Nusantara Science and Technology Proceedings Jurnal Ilmiah Wahana Pendidikan Open Access Indonesia Journal of Social Sciences KARYA: Jurnal Pengabdian Kepada Masyarakat Batara Wisnu : Indonesian Journal of Community Services PEMA: Jurnal Pendidikan dan Pengabdian Kepada Masyarakat East Java Economic Journal IIJSE FINANCE : International Journal Of Management Finance Al-Ijtimā: Jurnal Pengabdian Kepada Masyarakat
Izaak, Wilma Cordelia
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Peningkatan Efisiensi Pengelolaan OJT Melalui Candidate Experience Sebagai Wujud Employer Branding di Hotel Maxone Tidar Surabaya Firmansyah, Vreya Sheren; Izaak, Wilma Cordelia
PEMA Vol. 5 No. 3 (2025)
Publisher : Perkumpulan Manajer Pendidikan Islam Indonesia (PERMAPENDIS) Prov. Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56832/pema.v5i3.2292

Abstract

Pengelolaan On the Job Training (OJT) sangat penting dalam pengembangan sumber daya manusia di industri perhotelan, khususnya dalam membentuk kesiapan kerja dan profesionalisme peserta magang. Hotel Maxone Tidar Surabaya sebagai hotel berkonsep urban dan modern berupaya meningkatkan kualitas pengelolaan OJT tidak hanya sebagai sarana pembelajaran, tetapi juga sebagai strategi pembentukan employer branding dan citra positif sebagai tempat magang yang profesional. Permasalahan utama yang dihadapi adalah bagaimana meningkatkan efisiensi pengelolaan OJT seiring dengan meningkatnya jumlah peserta, tanpa mengurangi kualitas pengalaman yang dirasakan oleh peserta. Salah satu pendekatan yang diterapkan adalah penguatan Candidate Experience, yaitu pengalaman menyeluruh yang dirasakan peserta sejak tahap rekrutmen, seleksi, penerimaan, orientasi kerja, pendampingan, hingga evaluasi akhir OJT. Artikel ini bertujuan untuk menganalisis peran Candidate Experience dalam meningkatkan efisiensi pengelolaan OJT sekaligus memperkuat citra Hotel Maxone Tidar Surabaya sebagai tempat magang yang profesional dan ramah bagi peserta. Metode penulisan menggunakan pendekatan kualitatif deskriptif melalui kajian literatur terkini yang relevan dengan konsep Candidate Experience, manajemen OJT, dan employer branding, serta pengamatan terhadap praktik pengelolaan OJT di lingkungan hotel. Hasil pembahasan menunjukkan bahwa pengalaman peserta yang positif, yang ditandai dengan komunikasi yang jelas, proses administrasi yang tertata, pendampingan yang terstruktur, serta lingkungan kerja yang mendukung, mampu meningkatkan efektivitas dan efisiensi penyelenggaraan OJT. Selain itu, Candidate Experience yang baik turut membangun persepsi positif terhadap organisasi dan memperkuat reputasi hotel di kalangan institusi pendidikan dan calon tenaga kerja.
The Influence of Customer Experience and Brand Image on Repurchase Intention of Fore Coffee Consumers in Surabaya Hafizhah, Izdihar Nisrina; Izaak, Wilma Cordelia
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.8959

Abstract

Coffee today no longer serves merely as a beverage to overcome drowsiness but has become part of people’s lifestyle. This study aims to analyze the influence of Customer Experience and Brand Image on the Repurchase Intention of Fore Coffee consumers in Surabaya. The research method used is a quantitative approach by distributing questionnaires to 120 respondents who are consumers of Fore Coffee in Surabaya. The sampling technique applied is non-probability sampling with a purposive sampling method. Data analysis was conducted using Partial Least Squares (PLS) based on Structural Equation Modeling (SEM) through the SmartPLS 4.0 application. The results show that the Customer Experience variable has a positive and significant effect on Repurchase Intention. Similarly, Brand Image also has a positive and significant effect on Repurchase Intention. These findings confirm that a good customer experience and a strong brand image can increase consumers' repurchase intention toward Fore Coffee.
The Influence of Social Media Marketing and Electronic Word of Mouth on The Purchase Decision of AZKO Products in Surabaya Raihano, Keanrafi Daffa; Izaak, Wilma Cordelia
Finance : International Journal of Management Finance Vol. 3 No. 3 (2026): March
Publisher : Publikasi Inspirasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62017/finance.v3i3.137

Abstract

Following the rebranding of Ace Hardware Indonesia to AZKO, the company faced challenges in maintaining sales performance amid increasingly competitive competition in the home appliance retail industry. This study was conducted to determine how Social Media Marketing and Electronic Word of Mouth (e-WOM) influence consumer purchasing decisions on AZKO products in Surabaya. This study is quantitative in nature with a non-probability sampling method using purposive sampling techniques to determine the sample from the population of consumers who know and have purchased AZKO products in Surabaya. A total of 110 respondents were involved in data collection through an online questionnaire. The data obtained was then processed and analyzed using the Partial Least Square (PLS) approach through SmartPLS software. Based on the analysis results, both hypotheses in this study were accepted, indicating that Social Media Marketing and Electronic Word of Mouth (e-WOM) have a positive and significant influence on consumer purchasing decisions. The conclusion of this study shows that purchasing decisions will increase along with the increasing effectiveness of marketing strategies through social media and e-WOM management implemented by AZKO, so that these two variables are important to maintain and improve.
Analysis of the Role of Experiential Marketing and Social Influence on Students Purchase Intention towards Local Fashion Brand Sari, Dinny Talita; Izaak, Wilma Cordelia
JURNAL MANAJEMEN MOTIVASI Vol 21 No 2 (2025): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v21i2.7920

Abstract

The local fashion industry is currently experiencing rapid growth, particularly among the younger generation, especially students. This study aims to analyze the impact of Experiential Marketing and Social Influence on the purchase intention of local fashion brands among students in East Java. A quantitative approach with data analysis using SEM PLS and data collection through an online questionnaire was employed. The results of the study indicate that Experiential Marketing has a positive impact on purchase intentionion. Additionally, Social Influence also proved to have a positive impact on purchase intentionion. Based on these findings, it is recommended that local fashion brands strengthen interactions with their audience on social media and leverage social influence through influencers and word-of- mouth program.
Co-Authors Abdurrahman, Gufron Alghifari, Muhammad Alif Andriyani, Amalya Diva Aulia Rahmawati, Aulia Az Zahra, Sabrina Aulia Condro Widodo, S.E., M.S.A Diah Hari Suryaningrum Dienni Ruhjatini Sholihah Endah Susilowati Firmansyah, Vreya Sheren Fitri, Anindo Saka Hafizhah, Izdihar Nisrina Handini, Afinta Chandra Hismawan, Fiska Rahma Ignathia Martha Hendrati Indrawati Yuhertiana Irawan, Shabrina Ardelia Jiwanta, Athalia Putri Nanik Hariyana Nugraheni, Haliza Puspitasari, Anggi Lukita Raihano, Keanrafi Daffa Ridho, Muhammad Syihabuddin Rizky Dermawan Sari, Adinda Nila Puspita Sari, Dinny Talita Siti Aminah Sucahyati, Diarany Sukiswo, Helmy Wahyu Surya, Aditya Trirakhmad Utama, Aldinda Fanya Kanza Wati, Seftin Fitri Ana Wijaya, Raden Muhammad Syah Arief Atmaja Wiyanti, Fiana Dwi Yudo, Tri Baskoro Zumrotul Fitriyah, Zumrotul