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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK) EPIGRAM (e-journal)
Erlyn Rosalina
Politeknik Negeri Jakarta
Arts Humanities Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Social Sciences

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ANALISIS PENGARUH CAREER ADAPTABILITY TERHADAP KOMPETENSI KARYAWAN DI PT BULISU PROPERTI CENDEKIA PADA MASA PANDEMI COVID-19 Rindi Antika; Azwar Azwar; Erlyn Rosalina
EPIGRAM (e-journal) Vol 19 No 2 (2022): Epigram Volume 19 Nomor 2 Tahun 2022
Publisher : Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/epi.v19i2.4896

Abstract

The Covid-19 pandemic has occurred since 2020 which has had an impact on the Indonesian economy, one of which is the property business. Companies must implement a work from home to suppress the spread of the virus Covid-19. This makes many changes in work habits, so employees must be able to adapt well to support their competence. This study aims to determine the effect of career adaptability on employee competence at PT Bulisu Properti Cendekia during the pandemic and find out how big the influence of this. This study is a quatitative using a saturated sample involving 25 employees of PT Bulisu Properti Cendekia. This research was conducted by distributing questionnaires directly and via G-Form. The Instrument test carried out is the validity and reliability test. The data analysis technique used is simple linear regression analysis, simple correlation analysis (r), coefficient of determination (R2) and T-test using SPSS ver. 23. The results of simple regression analysis are Y = 26.271 + 1.241X. The result of this study indicate that career adaptability has a positive and significant effect on employee competence at PT Bulisu Properti Cendekia during the Covid-19 Pandemic by 32.1%.  
Social Media Marketing Role in Building Brand Awareness and Purchase Intention among Generation Z Imas Chandra Pratiwi; Yanita Ella Nilla Chandra; Kathrine; Erlyn Rosalina; Titik Purwinarti; Risya Zahrotul Firdaus
Jurnal Manajemen dan Kewirausahaan Vol. 13 No. 2 (2025): Desember 2025
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v13i2.16398

Abstract

The expansion of digital marketing has prompted innovative marketing strategies among hand and body lotion brands, including Marina as one of the most popular hand and body lotion brands in Indonesia. This study aimed to examine the impact of user-generated content and influencer on the purchase intention of Marina hand and body lotion, both directly and indirectly, through brand awareness among Generation Z in Jakarta. A quantitative study was conducted with 410 participants through purposive sampling. Overall, 5 out of 6 hypotheses were statistically accepted. Influencer was found to have an insignificant effect on the purchase intention of Marina among Gen Z directly. The statistical results indicate that brand awareness serves as a crucial mediating variable between user-generated content and influencer toward purchase intention. The findings indicate that marketing strategies aimed at Gen Z should focus on enhancing user engagement and promoting authentic brand storytelling to increase brand awareness and translate it into purchase intention. This study also presents several suggestions for future research.
Co-Authors Azwar _ Chandra, Yanita Ella Nilla Firdaus, Risya Zahrotul Imas Chandra Pratiwi Kathrine Linda Sari Wulandari Rindi Antika Titik Purwinarti