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All Journal JURNAL ADMINISTRASI BISNIS Pendas : Jurnah Ilmiah Pendidikan Dasar Jurnal Administrasi Bisnis
Rivani
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Analisis Employer Attractiveness pada PT Goto Gojek Tokopedia Tbk : (Survei pada Mahasiswa dan Alumni Angkatan 2019 Jurusan IT dari Universitas Padjadjaran, ITB, dan Universitas Telkom) Annisa, Friska Rahmah; Rivani
JURNAL ADMINISTRASI BISNIS (JAB) Vol. 14 No. 1 (2024)
Publisher : Universitas Sam Ratulangi

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Abstract

This research aims to determine the condition of employer attractiveness at PT GoTo Gojek Tokopedia Tbk and analyze the most dominant factors shaping employer attractiveness. The method used in this research is the quantitative method through a survey. The population in this research is undergraduate students and alumni of IT in 2019 from Universitas Padjadjaran, Institut Teknologi Bandung, Universitas Telkom with a sample of 87 people. The sampling technique used is non-probability sampling with a purposive sampling technique. The data analysis technique was used with the Employer Attractiveness Scale (EmpAt Scale) measuring instrument and the Second Order Confirmatory Factor Analysis method using linear structure model (LISREL) version 8.5. The results of the analysis show that the employer attractiveness of PT GoTo Gojek Tokopedia Tbk is in the category of fairly good based on eleven dimensions and career growth value, familiarity value, and role value are among the top three factors considered in choosing PT GoTo Gojek Tokopedia Tbk as a company to work.
Analisis Employer Attractiveness pada PT Goto Gojek Tokopedia Tbk : (Survei pada Mahasiswa dan Alumni Angkatan 2019 Jurusan IT dari Universitas Padjadjaran, ITB, dan Universitas Telkom) Annisa, Friska Rahmah; Rivani
JURNAL ADMINISTRASI BISNIS (JAB) Vol. 14 No. 1 (2024)
Publisher : Universitas Sam Ratulangi

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

Abstract

This research aims to determine the condition of employer attractiveness at PT GoTo Gojek Tokopedia Tbk and analyze the most dominant factors shaping employer attractiveness. The method used in this research is the quantitative method through a survey. The population in this research is undergraduate students and alumni of IT in 2019 from Universitas Padjadjaran, Institut Teknologi Bandung, Universitas Telkom with a sample of 87 people. The sampling technique used is non-probability sampling with a purposive sampling technique. The data analysis technique was used with the Employer Attractiveness Scale (EmpAt Scale) measuring instrument and the Second Order Confirmatory Factor Analysis method using linear structure model (LISREL) version 8.5. The results of the analysis show that the employer attractiveness of PT GoTo Gojek Tokopedia Tbk is in the category of fairly good based on eleven dimensions and career growth value, familiarity value, and role value are among the top three factors considered in choosing PT GoTo Gojek Tokopedia Tbk as a company to work.
ANALISIS PENGARUH AUGMENTED REALITY TERHADAP CUSTOMER EXPERIENCE: STUDI PADA FITUR VIRTUAL TRY-ON DI WEBSITE MAKE OVER INDONESIA Nurintan, Cherilda Luqia; Wulan Tresna, Pratami; Rivani
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 03 (2026): Volume 11 Nomor 03, September 2026 Posted
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i03.57551

Abstract

The rapid growth of e-commerce has encouraged cosmetic companies to adopt innovative technologies to enhance Customer Experience in online shopping. One of these technologies is Augmented Reality (AR) through the Virtual Try-On feature, which enables consumers to virtually try cosmetic products before making a purchase. This study aims to analyze the effect of Augmented Reality on Customer Experience among users of the Virtual Try-On feature on the Make Over Indonesia website. This research employed a quantitative approach with descriptive and causal methods. Data were collected through questionnaires distributed to 170 female Generation Z respondents who had previously used the Virtual Try-On feature on the Make Over Indonesia website. Data analysis was conducted using validity and reliability tests, classical assumption tests, simple linear regression, t-test, and coefficient of determination analysis with the assistance of SPSS software. The results indicate that the Augmented Reality variable achieved a score of 82.64%, categorized as very high, while Customer Experience scored 81.94%, also categorized as very high. Hypothesis testing revealed that Augmented Reality has a positive and significant effect on Customer Experience, with a t-value of 12.720 and a significance level of 0.000. The coefficient of determination (R²) value of 0.490 indicates that Augmented Reality contributes 49% to Customer Experience, while the remaining 51% is influenced by other fActors beyond the scope of this study. These findings demonstrate that the Virtual Try-On feature effectively enhances Customer Experience by providing a more interActive, informative, and engaging online shopping experience.
Co-Authors Annisa, Friska Rahmah Nurintan, Cherilda Luqia Wulan Tresna, Pratami