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All Journal JEBD Journal of Business Economics and Management
Muhammad Daffa Aqila
Universitas Sumatera Utara
Economics, Econometrics & Finance Engineering

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Pengaruh Employer Branding Terhadap Minat Melamar Kerja Di PT.Telekomunikasi Indonesia Kota Medan Yohannes Manao; Kevin Samuel Benammi Sembiring; Muhammad Daffa Aqila; Anggiat Faisal Butar Butar; Risky M Soleh; Onan Marakali Siregar; Afrila Mulyati Siregar
Jurnal Ekonomi dan Bisnis Digital Vol. 1 No. 4 (2024): April - Juni
Publisher : CV. ITTC INDONESIA

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This study discusses the concept of employer branding and its impact on job application interest at PT Telkom Indonesia Regional Office I Sumatra. Employer branding is defined as a package of economic and psychological functions offered by a company according to the jobs provided, with the main goal of building a company's image that cares about the interests and needs of employees. Key aspects of employer branding include developing the company's value proposition, external recruitment, and employee engagement in organizational culture. Job application interest is the process of someone's interest in a job, starting from searching for information about job vacancies, selection, and decision-making to apply to a particular company. This study found that employer branding positively influences job application interest at PT Telkom, especially among millennials who are accustomed to technology and more responsive to job promotions through social media. These findings support previous research indicating that employer branding has a positive impact on job application interest. Future studies are recommended to continue monitoring changes in technology and market trends, as well as retesting to evaluate opinions and process adjustments that may be needed. Thus, this research provides an important contribution to understanding the importance of employer branding in attracting potential employees and retaining existing employees at PT Telkom Indonesia Regional Office I Sumatra.
Pengaruh Brand Image Dan Online Customer Review Terhadap Keputusan Pembelian Produk Skintific (Studi Pada Konsumen Produk Skintific Di Kota Medan) Muhammad Daffa Aqila; Feby Aulia Safrin; Onan Marakali Siregar
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 2 No. 1 (2025): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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The skincare industry in Indonesia has been rapidly growing along with increasing public awareness of skin health. In a highly competitive market, brand image and online customer reviews are crucial factors that influence consumer purchasing decisions. This study aims to analyze the effect of brand image and online customer reviews on purchasing decisions for Skintific products among consumers in Medan City. This research applies a quantitative associative approach with a purposive sample of 100 male respondents aged ≥17 who had purchased Skintific products after reading online reviews. Data were collected using structured questionnaires and analyzed through validity and reliability tests, classical assumption tests, multiple linear regression, partial test (t), simultaneous test (F), and coefficient of determination (R²). The results indicate that brand image (X1) and online customer reviews (X2) have positive and significant effects on purchasing decisions (Y), both partially and simultaneously. Regression coefficients show B_X1 = 0.670 (t = 4.511; p < 0.001) and B_X2 = 0.540 (t = 5.753; p < 0.001). Correlation R = 0.919 and Adjusted R² = 0.842 indicate that 84.2% of purchasing decision variance is explained by these two variables.
Co-Authors Afrila Mulyati Siregar Anggiat Faisal Butar Butar Kevin Samuel Benammi Sembiring Risky M Soleh Siregar, Onan Marakali Yohannes Manao