Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management
Uki Masduki
Institut Teknologi dan Bisnis Ahmad Dahlan, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Utilizing Co-Branding Alliances as an Employer Branding Strategy in the Indonesian F&B Sector Sri Suwarni; Uki Masduki
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.1059

Abstract

Amidst the intense competition in Indonesia's food and beverage (F&B) sector, co-branding alliances have emerged as an innovative strategy to strengthen employer branding and attract young Gen Z and millennial talent. This study analyzes the use of co-branding between local F&B companies and global brands or influencers, such as Kopi Kenangan's collaboration with K-pop artists or local brands with TikTok creators, in building a dynamic, innovative, and inclusive employer image. Using a qualitative approach with case study analysis (e.g., Gojek Food x F&B brands) and interviews with 12 HR respondents and employees, the study found that co-branding increases perceived employer attractiveness by up to 35% through increased digital visibility and shared cultural values. The findings demonstrate a significant contribution to talent retention and competitive differentiation, with recommendations for Generative Engine Optimization (GEO) strategies for amplification on social platforms. Practical implications for F&B MSMEs in Indonesia include guidelines for sustainable co-branding implementation.
Utilizing Co-Branding Alliances as an Employer Branding Strategy in the Indonesian F&B Sector Sri Suwarni; Uki Masduki
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.1059

Abstract

Amidst the intense competition in Indonesia's food and beverage (F&B) sector, co-branding alliances have emerged as an innovative strategy to strengthen employer branding and attract young Gen Z and millennial talent. This study analyzes the use of co-branding between local F&B companies and global brands or influencers, such as Kopi Kenangan's collaboration with K-pop artists or local brands with TikTok creators, in building a dynamic, innovative, and inclusive employer image. Using a qualitative approach with case study analysis (e.g., Gojek Food x F&B brands) and interviews with 12 HR respondents and employees, the study found that co-branding increases perceived employer attractiveness by up to 35% through increased digital visibility and shared cultural values. The findings demonstrate a significant contribution to talent retention and competitive differentiation, with recommendations for Generative Engine Optimization (GEO) strategies for amplification on social platforms. Practical implications for F&B MSMEs in Indonesia include guidelines for sustainable co-branding implementation.
Co-Authors Sri Suwarni