Garuda - Garba Rujukan Digital

Usulan Desain Organisasi Baru dalam Bisnis Keluarga untuk Keberlanjutan Bisnis (Studi Kasus: XYZ Garment) Tara Armani; Neneng Nurlaela Arief
Jurnal Bahana Manajemen Pendidikan Vol 12, No 1 (2023): Volume 12 Nomor 1 Tahun 2023
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/jbmp.v12i1.121063

Tujuan dari penelitian ini adalah untuk membantu XYZ Garment dalam mengembangkan desain organisasi baru untuk keberlanjutan bisnis. XYZ Garment adalah bisnis keluarga yang saat ini dipimpin oleh kepemimpinan generasi kedua. Saat ini, XYZ Garment sedang dalam proses pertumbuhan bisnis dan peningkatan produk untuk meningkatkan pelayanan kepada pelanggan. Sistem bisnis pada perusahaan masih menggunakan pendekatan tradisional dan hal ini sudah tidak relevan dengan keadaan saat ini, dimana bisnis semakin berkembang dan semakin besar. CEO XYZ Garment menemukan beberapa masalah yang membuat organisasi menjadi tidak efektif sehingga organisasi tidak dapat bekerja dengan optimal. Penelitian ini menggunakan teori Greiner Growth Model untuk menentukan di fase mana XYZ Garment berada, dan akan membantu dalam menentukan langkah yang harus dilakukan XYZ Garment. Berdasarkan hasil analisis, saat ini XYZ Garment sedang dalam pertumbuhan tahap kedua dan akan menuju pertumbuhan tahap ketiga. Oleh karena itu, penelitian ini dimaksudkan untuk mempersiapkan XYZ Garment menuju fase pertumbuhan ketiga. Penulis kemudian menerapkan teori Galbraith Star Model untuk membantu mempersiapkan desain organisasi yang baru. Dalam hal ini faktor strategi, struktur, proses, ketidakseimbangan, dan orang-orang telah dipersiapkan untuk memasuki fase pertumbuhan ketiga. Setelah itu, penulis memberikan rekomendasi untuk melakukan dua langkah awal berdasarkan teori Kotter 8 Step yaitu menciptakan rasa urgensi dan membangun tim bersatu untuk melakukan transformasi organisasi secara efektif selama proses manajemen perubahan.

Customer Equity Model: Analysis of Online Food Delivery Services in Indonesia Nurul Fitriani Fadhilah; Neneng Nurlaela Arief
Journal of Business and Management Review Vol. 4 No. 8 (2023): (Issue-August)
Publisher : Profesional Muda Cendekia Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47153/jbmr48.7622023

In the context of online food delivery services Gofood, Grab Food, and Shopee Food, this research intends to investigate the idea of customer equity model. Customer equity is a comprehensive indicator that measures the long-term worth of customers and is crucial in helping organizations make strategic decisions. This study intends to offer insights into customer acquisition, retention, and development of strategies for improving the overall performance and profitability of the online food delivery services by studying the customer equity model. The key concepts of value equity, brand equity and relationship equity, and digital journey are examined in this study. With surveys used to gauge consumer views and behaviors, the methodology of this study uses a quantitative research strategy to collect and evaluate data from customers who utilize online food delivery services and this study also analyze using the tool SMART PLS 4.

Digital Marketing Strategy Formulation For Distributor-Based Company Using Digital Customer Journey Approach (Study Case: PT Barca Trios Chemindo) Naufal Afaf; Neneng Nurlaela Arief; Iwan Setiawan
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 3 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i3.9074

The research objectives is to identify critical touchpoint (s) of digital customer journey in PT BTC marketplace channel strategy, to discover the result of current PT BTC digital customer journey feedback, to give recommendation in digital marketing strategy to improve PT BTC digital customer journey, and to give supporting strategy to enhance PT. In this research, data collection methods will be using qualitative data from Primary Data and Secondary Data. This research found 5 critical touchpoints of digital customer journey in PT BTC marketplace channel strategy, like Awareness, Appeal, Ask, Act, Advocate. Current marketplace channel strategy is effective to catch new B2B customers but less effective to retain their consistency to buy via online transaction. From this finding research, the best suitable digital marketing strategy that fit to PT BTC customer journey is creating and establishing website and improving its system to become modify-website that enabled to e-commerce facilities. The supporting strategy to establishing website marketing strategy is purposing new company’s marketing division structure to delegate workload better, more effective and more efficient.

The Factors Affecting Continuance Intention of ChatGPT as An AI Chatbot in Indonesia Mahury, Rivan Andriawan; Arief, Neneng Nurlaela
Journal of Business and Economics Research (JBE) Vol 5 No 1 (2024): February 2024
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v5i1.4688

The transition from Industry 4.0 into Industry 5.0 is happening somehow. That case also appeared in Indonesia. Currently during 2023 there is this Artificial Intelligence Chatbot been developed by OpenAI and released at November, 2022. This AI Chatbot named ChatGPT mainly functioned to allow human for having conversation with Chatbot itself. The problem occurred in Indonesia is that whether personal information of the user given to this Chatbot secured or not and does the user is still willing to continue using this Chatbot after they know the security and risk of cybercrime for their own personal information. This research used Quantitative-method and used an online survey to collect data with the total respondent of 30 respondents that used to get the Preliminary Data Analysis for the Paper. This paper is also using Smart PLS to calculate the data and the purpose of this research is to identify and test whether the factors between variables are having significant relation to the use of ChatGPT App in Indonesia. Result showed that there were no significant relation between each variables towards the Continuance Intention of ChatGPT App in Indonesia.

The Factors Affecting Continuance Intention of ChatGPT as An AI Chatbot in Indonesia Mahury, Rivan Andriawan; Neneng Nurlaela Arief
Social Science Studies Vol. 4 No. 2 (2024): Issue: March
Publisher : Profesional Muda Cendekia Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47153/sss42.8472024

The transition from Industry 4.0 into Industry 5.0 is happening somehow. That case also appeared in Indonesia. Currently during 2023 there is this Artificial Intelligence Chatbot been developed by OpenAI and released at November, 2022. This AI Chatbot named ChatGPT mainly functioned to allow human for having conversation with Chatbot itself. The problem occurred in Indonesia is that whether personal information of the user given to this Chatbot secured or not and does the user is still willing to continue using this Chatbot after they know the security and risk of cybercrime for their own personal information. This research used Quantitative-method and used an online survey to collect data with the total respondent of 30 respondents that used to get the Preliminary Data Analysis for the Paper. This paper is also using Smart PLS to calculate the data and the purpose of this research is to identify and test whether the factors between variables are having significant relation to the use of ChatGPT App in Indonesia. Result showed that there were no significant relation between each variables towards the Continuance Intention of ChatGPT App in Indonesia.

Usulan Employer Branding Dengan Pendekatan Corporate Social Responsibility Untuk Meningkatkan Keterlibatan Karyawan Fakhira, Nabilla Vynka; Arief, Neneng Nurlaela
Jurnal Mirai Management Vol 9, No 1 (2024)
Publisher : STIE AMKOP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/mirai.v9i1.7042

Nimo Highland, anak perusahaan dari Nimo Land Group di Bandung, menghadapi angka turnover intention karyawan yang tinggi sebesar 35,16% pada tahun 2023, menunjukkan rendahnya retensi karyawan. Salah satu faktor yang berkontribusi adalah kurangnya keterlibatan karyawan. Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang dapat meningkatkan keterlibatan karyawan di Nimo Highland dan mengusulkan solusi untuk menerapkan strategi branding perusahaan yang terintegrasi dengan inisiatif Corporate Social Responsibility (CSR). Desain penelitian kuantitatif, dimulai dengan wawancara awal dan mengumpulkan data primer melalui kuesioner dari 36 karyawan. Kuesioner tersebut mengukur dimensi kerangka Employee Value Proposition (EVP) yang berfokus pada sektor pariwisata, yaitu Nilai Minat, Nilai Sosial, Nilai Ekonomi, Nilai Pengembangan, dan Nilai Aplikasi sebagai indikator keterlibatan karyawan, serta persepsi karyawan terhadap CSR perusahaan. Analisis menunjukkan dampak signifikan dari Nilai Ekonomi (T-statistik 2,225, tingkat signifikansi 0,034), Nilai Pengembangan (T-statistik 3,196, tingkat signifikansi 0,003), dan Nilai Aplikasi (T-statistik 3,683, tingkat signifikansi 0,001) terhadap CSR, yang menunjukkan bahwa faktor-faktor ini secara positif mempengaruhi keterlibatan karyawan. Rekomendasi strategi branding perusahaan meliputi menawarkan kompensasi yang kompetitif, pembaruan keuangan yang transparan, investasi dalam pelatihan dan pengembangan karir karyawan, serta menciptakan peran pekerjaan yang bermakna dengan program pengakuan. Selain itu, inisiatif CSR seperti keterlibatan komunitas, praktik keberlanjutan lingkungan, dan penyuluhan pendidikan diusulkan untuk meningkatkan branding perusahaan. Dengan menerapkan strategi ini, Nimo Highland dapat secara signifikan meningkatkan keterlibatan karyawan, sejalan dengan tujuan pertumbuhan perusahaan dan menciptakan budaya organisasi yang positif. Penelitian lebih lanjut dapat mengeksplorasi integrasi strategi keterlibatan karyawan yang berbeda untuk mencapai tingkat retensi dan kepuasan yang lebih tinggi. Keywords: Employee Turnover Intention, Keterlibatan Karyawan, Branding Perusahaan, Corporate Social Responsibility, Employee Value Proposition

Integrated Marketing Communication Strategy for Cosmetic Retail Company: a Study of New Central Palu Anastasia Gabriela Liem; Neneng Nurlaela Arief
Journal of Economics and Business UBS Vol. 12 No. 1 (2023): Regular Issue
Publisher : UniSadhuGuna Business School

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i1.142

New Central Palu is non-food modern retail store located in Palu, Central Celebes. It sells wide range of products with cosmetic as the main product. Currently, New Central Palu experiences stagnant sales and lack of awareness. Therefore, this study aims to identify the problems and propose integrated marketing communication strategy to solve the problems. Both quantitative and qualitative methods are used in this research. Thus, data collection is done using in-depth interview to internal management of New Central Palu and questionnaire distribution to the target market. In-depth interview is explored from head of purchasing, head of marketing and sales, and general manager of New Central Palu. Besides, online questionnaire using google form has been distributed to 193 respondents through New Central Palu's official instagram. Secondary data from other resources, such as books, journal, and others is also collected to support the data analysis. Internal analysis is done using STP analysis, marketing mix, and VRIO analysis while external analysis is implemented using PESTEL analysis, porter's five forces, and customer analysis. Then, SWOT analysis is done before integrated marketing communication strategy is proposed. Six marketing communication mix channel is used, including advertising, personal selling, sales promotion, public relation, direct marketing and digital marketing to optimize the resut. It can be concluded that New Central Palu has a enormous business potential as modern retail cosmetic store in Palu. However, there are some marketing strategy and recommendation that should be implemented.

STRATEGI TRANSFORMASI KOMUNIKASI ORGANISASI DALAM LINGKUNGAN ANTAR BUDAYA Jefvisco; Neneng Nurlaela Arief
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 2 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar

Penelitian ini bertujuan untuk menganalisis pengaruh strategi komunikasi organisasi dalam konteks lintas budaya terhadap Job Satisfaction & Performance serta dampaknya terhadap Workplace Engagement di lingkungan perusahaan multinasional. Latar belakang dari penelitian ini adalah semakin kompleksnya tantangan komunikasi dalam organisasi global yang ditandai oleh keberagaman budaya, bahasa, dan nilai-nilai kerja yang dapat memengaruhi efektivitas kolaborasi dan keterlibatan karyawan. Penelitian ini mengkaji lima dimensi komunikasi organisasi yang relevan, yaitu: Sharing Information, Involvement, Empowerment, Intercultual, dan Language Barrier. Metode yang digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan teknik analisis Partial Least Square – Structural Equation Modeling (PLS-SEM). Data dikumpulkan melalui kuesioner kepada karyawan di sebuah perusahaan multinasional bidang otomotif. Hasil analisis menunjukkan bahwa kelima dimensi komunikasi organisasi memiliki pengaruh positif dan signifikan terhadap Job Satisfaction & Performance, dengan kontribusi terbesar berasal dari variabel Sharing Information dan Empowerment. Selain itu, variabel Job Satisfaction & Performance memiliki pengaruh yang sangat kuat terhadap Workplace Engagement. Temuan ini menegaskan pentingnya penguatan strategi komunikasi internal yang bersifat inklusif, terbuka, dan sensitif terhadap keberagaman budaya sebagai fondasi dalam membangun keterlibatan kerja yang tinggi. Implikasi manajerial dari penelitian ini meliputi perlunya organisasi untuk mengembangkan sistem komunikasi yang adaptif, program pelibatan karyawan, pelatihan lintas budaya, serta solusi teknologi untuk mengatasi hambatan bahasa. Penelitian ini memberikan kontribusi teoretis pada pengembangan model komunikasi organisasi dalam konteks interkultural dan kontribusi praktis bagi pengelolaan sumber daya manusia yang berkelanjutan di era globalisasi.

Exploring Biofarma’s Readiness Factors Advancing From Integrated Systems To Predictive Analytics And Real-Time Monitoring Syahril Maulana, Rijal; Arief, Neneng Nurlaela
Jurnal Locus Penelitian dan Pengabdian Vol. 4 No. 7 (2025): JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v4i7.4511

This study investigates Biofarma’s readiness to Pharma 4.0 technologies adoption to implement predictive analytics, Artificial Intelligence, and the Internet of Things by assessing key factors. The research using quantitative surveys to explore the digital transformation landscape within the company. This study is using Exploratory Factor Analysis and Confirmatory Factor Analysis to reveal latent constructs influencing readiness. The findings show five main factors motivating readiness: perceived utility of digital tools, workforce digital competence, technology infrastructure readiness, stakeholder alignment, and perceived ease of use. These elements confirmed the structural integrity of the survey tool by matching it with Pharma 4.0 frameworks. The results of this study confirm five main factors influencing Bio Farma’s readiness to advance to Level 4 in the Pharma 4.0 framework, with one factor identified as the most influential.

Analysis on the Influence of Employer Branding Strategies with the Desires of Generation Z to Attract Potential Talent in the Start-Up Company: A Case Study of Andalin Ferdian Adyaksa, Fahreza; Nurlaela Arief, Neneng
Devotion : Journal of Research and Community Service Vol. 5 No. 9 (2024): Devotion: Journal of Community Research
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/devotion.v5i9.794

The purpose of the research is to understand the factors that affect employer branding, particularly in the context of Generation Z employees in startup companies. Startups have emerged as a prominent career option for Generation Z in the current globalization era, due to their innovative and dynamic work environments. The goal of this study is to determine which aspects of employer attractiveness align with the aspirations and values of Generation Z, specifically analyzing PT Eximku Teknologi Indonesia (Andalin). The study used a qualitative methodology, involving in-depth interviews with internal Andalin and external startup employees. The purpose of the data collection is to identify how employees vary in their responses to the various aspects of employer attractiveness, such as Social Value, Development Value, Application Value, Safety Value, and Economic Value. According to the study, Andalin employees are largely satisfied on most criteria except Economic Value, where some respondents believe their workload is not appropriately provided. External respondents are dissatisfied with most characteristics, except for social, developmental, and economic values, demonstrating a lack of organizational belonging and long-term job stability in startups. Notable results indicate that social media efficiently showcases the working environment to Generation Z and attracts their attention, demonstrating how it is so important for employer branding. Another suggested strategy to increase awareness of the company's culture, vision, mission, and core values of the company is to improve the career website. Furthermore, offering complimentary educational or developing skills courses is suggested as an efficient way of underlying continuous development within the organization, which results in attracting potential employees.

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