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All Journal ETIKONOMI Jurnal Sosioteknologi International Journal of Artificial Intelligence Research SINERGI: Jurnal Ilmiah Ilmu Manajemen AKSIOLOGIYA : Jurnal Pengabdian Kepada Masyarakat Dinamika Ekonomi - Jurnal Ekonomi dan Bisnis J-MKLI (Jurnal Manajemen dan Kearifan Lokal Indonesia) Jurnal Manajerial Kontribusia : Research Dissemination for Community Development Jurnal Riset Entrepreneurship Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Munaddhomah: Jurnal Manajemen Pendidikan Islam Jurnal Ekonomi dan Manajemen (JEKMA) Enrichment: Journal of Multidisciplinary Research and Development JAMAS: Jurnal Abdi Masyarakat Jurnal Ekonomi dan Bisnis Jurnal Akselerasi Merdeka Belajar dalam Pengabdian Orientasi Masyarakat (Jurnal AMPOEN) IIJSE International Journal of Economic Research and Financial Accounting Teumulong: Journal of Community Service COSMOS Asian Journal of Management, Entrepreneurship and Social Science Refleksi: Jurnal Riset dan Pendidikan
Wijayanti, Tri Cicik
Universitas Gajayana Malang
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Mathematics Nursing Public Health Social Sciences Other

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Journal : IIJSE

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Exploring The Role of Employee Brand Ambassadors in Enhancing Brand Awareness and Customer Loyalty in Marketing Firms in Indonesia Wijayanti, Tri Cicik; Ernawati, Riris
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 6 No 3 (2023): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v6i3.3498

Abstract

This study aims to explore the role of employee brand ambassadors in enhancing brand awareness and customer loyalty in marketing firms in Indonesia. The study adopts a qualitative research design and utilizes semi-structured interviews as the primary data collection method. The research participants consisted of 15 HR managers from various marketing firms in Indonesia and 10 current or past employee brand ambassadors from those firms, selected using purposive sampling. They are selected based on their strong connection to the company’s mission and values, personal interest in the product or services offered, and desire to build a personal brand. The data collected from the interviews were analyzed using qualitative data analysis techniques, specifically through a thematic analysis approach. The data analysis process involved the identification of patterns, themes, and key ideas related to the research questions and objectives. The data analysis was an iterative process, with constant comparison and refinement of the categories to ensure the accuracy and validity of the findings. The findings reveal that employee brand ambassadors play a significant role in enhancing brand awareness and customer loyalty. They are selected based on their strong connection to the company’s mission and values, personal interest in the product or services offered, and desire to build a personal brand. They are trained to use a variety of strategies to promote the company’s brand and product or services, including social media, word-of-mouth marketing, attending events, and creating content. The study also highlights the impact of being a brand ambassador on the relationship between the employee and their company, as well as their colleagues. It increases employee engagement, boosts team morale, and improves overall communication. The impact of employee brand ambassadors is measured through metrics such as social media engagement, website traffic, and customer feedback. the study concludes that employee brand ambassadors are an effective way to enhance brand awareness and customer loyalty in marketing firms in Indonesia.
Employee Loyalty Transformation: Motivation, Discipline, Work Environment, Commitment as a Moderator Wijayanti, Tri Cicik
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 3 (2024): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v7i3.5410

Abstract

This study investigates the impact of work motivation, work discipline, and work environment on employee loyalty at PT Java Indosinergi Creative, with commitment serving as a mediating variable. Data were collected through surveys from the company's permanent employees and analyzed using robust statistical methods. The findings reveal several significant insights: firstly, work motivation positively influences employee loyalty, indicating that motivated employees demonstrate stronger allegiance to the organization. Secondly, work discipline also plays a crucial role, as employees with higher discipline levels exhibit greater loyalty. Interestingly, while a conducive work environment shows a positive influence on loyalty, its direct impact is not statistically significant, suggesting the presence of other influential factors. Moreover, employee commitment was identified as a mediator between work motivation/discipline and employee loyalty, underscoring the pivotal role of commitment in enhancing employee allegiance. However, commitment does not significantly mediate the relationship between the work environment and employee loyalty. These results are consistent with previous research but emphasize the necessity for further exploration into additional factors influencing employee loyalty. Practically, organizations are advised to bolster employee motivation and discipline while fostering a supportive work environment to bolster loyalty effectively. Socially, this research aids companies in comprehending the nuances of employee loyalty dynamics, enabling them to craft more effective human resource management strategies that promote retention and cultivate a harmonious workplace culture.
Co-Authors A Maya Rupa Anjeli Abdullah️ Abdullah️ Agung Puji Astono Agustina, Heni Ahmad Muktamar B Ajar Siswandono Albertus Dwiyoga Widiantoro Aria Elshifa Aria Elshifa Arifannisa Arifannisa Asmirin Noor Asmirin Noor Asmirin Noor Aurelia, Naurah Bin Abdul Satar, Abdul Hadi Brian Sebastian Salim Dewi Suprihandari Dio Caisar Darma Djoko Soelistya Dyah Sawitri Edi Wahyu Wibowo Edy Winarno EngMarkiano Solissa, Everhard Ernawati, Riris Eva Desembrianita Herra Herryani Husni Mubarok Jamal Abdul Nasir Jiuhardi Jiuhardi Johan Johan Jumadi Jumadi Kurniaty, Kurniaty Liswandi, Liswandi Mahjudin Mahjudin Moh. Dwi Kharis Rifai Mu'minatus Sholichah Muh. Alvianto Putra Arizandi Sadarrudin Muhammad Wahyu Kurniawan Akbar Nanda Saputra Nasir, M. Jamal Abdul Ni Luh Kardini Ni Nyoman Suarniki Nirwanto Maruf Nugroho, Moch Indah Hastomo Prihastuti, Riza Ratna Radianto, Sambari Rahmat Agus Santoso Rahmawati Rahmawati Ririn Yuniarsih Rosyadi Rosyadi Setyawan, Antonius Yudha Shenna Zenitha Afdhally Siti Maria Sofyan Lazuardi Sucahyo, Nur Sugeng Mulyono SUHARTO Sukaris Susi Adiawaty Suyoto Suyoto Syamsul Arifin Umar Burhan Wasik, Zainul Wiwien Hadikurniawati Yeni Tata Rini