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All Journal Indo-MathEdu Intellectuals Journal Golden Ratio of Marketing and Applied Psychology of Business CITIZEN: Jurnal Ilmiah Mulitidisiplin Indonesia Jurnal Sistem Informasi dan Manajemen
Soekotjo, Sundari
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Religion Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Mathematics Social Sciences

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Powering Brand Success: The Impact of Firm-Created and User-Generated Content on Equity, Attitude, and Purchase Intentions Soekotjo, Sundari; Lestari, Setyani Dwi; Hendrawan, Koen; Brabo, Nora Andira; Iswati, Heni
Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v5i1.81

Abstract

This study aims to analyze the impact of Firm Created Content (FCC) and User Generated Content (UGC) on brand equity and purchase intention of Grab-and-Go coffee brand. In today's digital era, content generated by both companies and users plays a critical role in shaping consumer perceptions of brands. FCC refers to all content created by companies to promote their products and services, while UGC is content created by consumers that reflects their experiences with a product. This research employs a quantitative method using an online survey involving 300 respondents who are consumers of Grab-and-Go coffee. The results of the study indicate that both FCC and UGC have a significant impact on brand equity. High-quality FCC can enhance brand awareness, perceived quality, and consumer loyalty. On the other hand, positive UGC can strengthen the emotional connection between consumers and the brand, as well as increase consumer trust. Furthermore, the study also finds that strong brand equity contributes to an increase in purchase intention. Data shows that 75% of respondents are more likely to purchase Grab-and-Go coffee products after being exposed to engaging content from both the company and users. Through this analysis, the study provides valuable insights for marketers in designing effective content strategies to enhance brand equity and drive purchase intention. The findings are expected to serve as a reference for other coffee companies in leveraging FCC and UGC to achieve a competitive advantage in an increasingly competitive market. The study also recommends that companies be more proactive in encouraging consumer participation in content creation and utilize social media platforms to enhance engagement with their audience.
Kompetensi Yang Tepat, Lingkungan Yang Kondusif: Resep Kinerja Optimal di Industri Penerbangan Nuryulianti; Soekotjo, Sundari
Citizen : Jurnal Ilmiah Multidisiplin Indonesia Vol. 5 No. 1 (2025): CITIZEN: Jurnal Ilmiah Multidisiplin Indonesia
Publisher : DAS Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53866/jimi.v5i1.746

Abstract

This study aims to analyze the effect of employee engagement, competence, and work environment on employee performance with job satisfaction as a mediating variable at PT. Aerofood Indonesia. A quantitative approach with a survey method was employed, involving 235 respondents selected using a non-probability sampling technique with the purposive sampling method. Data were collected through a Likert-scale-based questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results of the direct effect test indicate that employee engagement and competence do not significantly affect job satisfaction, while the work environment has a significant effect on job satisfaction. Employee engagement, competence, work environment, and job satisfaction significantly influence employee performance. Based on the path analysis, job satisfaction cannot mediate the effect of employee engagement, competence, and work environment on employee performance. The model analysis shows that the research model falls into the moderate to strong category with medium predictive relevance.
Optimalisasi Kinerja Karyawan Melalui Pelatihan, Pengembangan Karir dan Lingkungan Kerja di Industri F&B Jakarta Selatan Anwarisa, Budi; Soekotjo, Sundari
Citizen : Jurnal Ilmiah Multidisiplin Indonesia Vol. 5 No. 1 (2025): CITIZEN: Jurnal Ilmiah Multidisiplin Indonesia
Publisher : DAS Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53866/jimi.v5i1.747

Abstract

This research aims to analyze training, career development and work environment on employee performance. This research used a survey method with a sample of 64 people using the Saturated Sampling Formula technique. The data collection technique uses a questionnaire whose validity and reliability have been tested. The data analysis technique uses the SPSS Version 27 application. Which includes validity tests, reliability tests, correlation tests, multiple linear regression tests and classical assumption tests. The research results provide the conclusion that training, career development and work environment simultaneously influence employee performance. The determinant coefficient (R^2) of employee performance is 0.428, indicating that the influence of training, career development and work environment on employee performance is 42.8%, while the remaining 57.2.3% is influenced by other variables outside the research conducted. Therefore, this research suggests the need to improve training, career development and work environment in order to improve employee performance
PENGARUH LINGKUNGAN KERJA, TUNJANGAN DAN GAYA KEPEMIMPINAN TERHADAP KINERJA PEGAWAI SATPOL PP JAKARTA BARAT Sinurat, Harris; Soekotjo, Sundari
JURSIMA Vol 10 No 2 (2022): Jursima Vol. 10 No. 2, Agustus Tahun 2022
Publisher : INSTITUT TEKNOLOGI DAN BISNIS INDOBARU NASIONAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47024/js.v13i1.1003

Abstract

Struktur masyarakat di Kota Administrasi Jakarta Barat yang heterogen dengan kepentingan yang sangat berbeda menimbulkan banyak konflik, terutama dari berbagai masalah pembangunan, ekonomi, politik, dan sosial kemasyarakatan. Satuan Polisi Pamong Praja (Satpol PP) ditugaskan untuk memberikan pelayanan menjaga ketenteraman dan ketertiban umum dan menertibkan pedagang kaki lima. Tugas dan fungsi Satpol PP berkaitan erat dengan aktivitas dan kebiasaan manusia sehingga membutuhkan kecerdasan emosional yang bagus. Pelayanan Satpol PP yang baik akan meningkatkan kinerja, yang tentunya berpengaruh terhadap citra organisasi dan capaian terhadap target yang ditetapkan. Tujuan penelitian ini adalah menganalisis pengaruh lingkungan kerja, tunjangan kinerja, dan gaya kepemimpinan terhadap kinerja Satpol PP di Jakarta Barat. Data dikumpulkan menggunakan kuesioner google form dari 118 responden dan dianalisis secara deskriptif dengan regresi linier berganda. Untuk mengetahui hubungan antar variabel digunakan koefisien korelasi dan determinasi dan dilanjutkan pengujian dengan uji-F dan uji-t. Hasil penelitian menunjukkan bahwa lingkungan kerja, tunjangan kinerja, dan gaya kepemimpinan secara simultan mempengaruhi kinerja pegawai Satpol PP Jakarta Barat. Selain itu, secara parsial juga diperoleh bahwa lingkungan kerja berpengaruh terhadap kinerja, tunjangan berpengaruh terhadap kinerja, dan gaya kepemimpinan juga berpengaruh terhadap kinerja pegawai Satpol PP di Jakarta Barat.
The Role of Customer-Focused Strategies in Achieving Sustainable Competitive Advantage in The Indonesian Outsourcing Industry Soekotjo, Sundari; Lestari, Setyani Dwi; Muhdaliha, Eryco; Saputro, Adi
Indo-MathEdu Intellectuals Journal Vol. 6 No. 4 (2025): Indo-MathEdu Intellectuals Journal
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/imeij.v6i4.3473

Abstract

This research aims to understand the Role of Customer-Focused Strategies in Achieving Sustainable Competitive Advantage in the Indonesian Outsourcing Industry. This study adopts a qualitative research approach, conducting in-depth interviews with senior executives and managers from leading outsourcing companies in Indonesia. The interviews are focused on understanding the customer-focused practices of the companies, the challenges they face, and the perceived impact on their competitive position. The collected data is then analyzed using thematic analysis to identify key themes and insights. This research also reviews relevant academic literature and industry reports to contextualize the findings and identify best practices from other countries and sectors. The analysis results indicate that the key elements of a successful customer-focused strategy are a deep understanding of customer needs, the ability to tailor service offerings, effective employee engagement and empowerment, and the development of a company-wide culture that prioritizes customer focus and innovation.
Powering Brand Success: The Impact of Firm-Created and User-Generated Content on Equity, Attitude, and Purchase Intentions Soekotjo, Sundari; Lestari, Setyani Dwi; Hendrawan, Koen; Brabo, Nora Andira; Iswati, Heni
Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v5i1.81

Abstract

This study aims to analyze the impact of Firm Created Content (FCC) and User Generated Content (UGC) on brand equity and purchase intention of Grab-and-Go coffee brand. In today's digital era, content generated by both companies and users plays a critical role in shaping consumer perceptions of brands. FCC refers to all content created by companies to promote their products and services, while UGC is content created by consumers that reflects their experiences with a product. This research employs a quantitative method using an online survey involving 300 respondents who are consumers of Grab-and-Go coffee. The results of the study indicate that both FCC and UGC have a significant impact on brand equity. High-quality FCC can enhance brand awareness, perceived quality, and consumer loyalty. On the other hand, positive UGC can strengthen the emotional connection between consumers and the brand, as well as increase consumer trust. Furthermore, the study also finds that strong brand equity contributes to an increase in purchase intention. Data shows that 75% of respondents are more likely to purchase Grab-and-Go coffee products after being exposed to engaging content from both the company and users. Through this analysis, the study provides valuable insights for marketers in designing effective content strategies to enhance brand equity and drive purchase intention. The findings are expected to serve as a reference for other coffee companies in leveraging FCC and UGC to achieve a competitive advantage in an increasingly competitive market. The study also recommends that companies be more proactive in encouraging consumer participation in content creation and utilize social media platforms to enhance engagement with their audience.
Co-Authors ADI SAPUTRO Anwarisa, Budi Eryco Muhdaliha Iswati, Heni Koen Hendrawan Lestari, Setyani Dwi Nora Andira Brabo Nuryulianti Sinurat, Harris