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All Journal Interaksi Online House of Management and Business Journal
Akbar, Bintang
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Library & Information Science Social Sciences

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PENGARUH TERPAAN YOUTUBE SERIES “ASLINYA KULINER LOKAL BARENG TEH BOTOL SOSRO” PADA CHANNEL YOUTUBE NEX CARLOS DAN E-WOM PADA KOLOM KOMENTAR TERHADAP MINAT BELI PRODUK TEH BOTOL SOSRO Akbar, Bintang; Setyabudi, Djoko; Suryanto Gono, Joyo Nur
Interaksi Online Vol 12, No 3: Juli 2024
Publisher : Jurusan Ilmu Komunikasi, FISIP, Universitas Diponegoro

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Abstract

Indonesia is a major player in the global tea industry, which has sparked competition among packaged tea brands. Teh Botol Sosro launched a marketing strategy through a YouTube series in collaboration with food vlogger Nex Carlos. Additionally, the majority of consumers read E-WOM before making a purchase. This study aims to determine the influence of exposure to the YouTube series and the intensity of E-WOM on the purchase intention of Teh Botol Sosro products. The theories used are Integrated Information Theory and the Buyer’s Information Environment Theory. The sampling technique used is non-probability and purposive sampling with a sample size of 100 respondents. Data testing was conducted through a simple linear regression test. The hypothesis testing results indicate that the variable exposure to the YouTube series "Aslinya Kuliner Lokal Bareng Teh Botol Sosro" on Nex Carlos' YouTube channel can explain 43.9% with an influence magnitude of 0.347, and the variable intensity of E-WOM in the comment section can explain 41.9% with an influence magnitude of 0.268 on the purchase intention of Teh Botol Sosro products. Therefore, it can be concluded that the higher the exposure to the YouTube series "Aslinya Kuliner Lokal Bareng Teh Botol Sosro," the higher the purchase intention of Teh Botol Sosro products. Similarly, the higher the intensity of EWOM in the comment section, the higher the purchase intention of Teh Botol Sosro products. Thus, the variables of exposure to the YouTube series and the intensity of E-WOM positively and significantly influence the purchase intention of Teh Botol Sosro products. The authors suggest that Teh Botol Sosro consider using these promotional activities in their marketing communication mix while addressing some of their weaknesses
Pengaruh Work-life balance, Beban Kerja, Motivasi Kerja Terhadap Kinerja Pegawai Diperusahaan Perbankan Akbar, Bintang
House of Management and Business (HOMBIS) Journal Vol 4, No 2 (2025): HOUSE OF MANAGEMENT AND BUSINESS (HOMBIS JOURNAL)
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitas Muhammadiyah Gombong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26753/hombis.v4i2.1799

Abstract

The high intensity of work and the complexity of roles in the banking industry make aspects such as Work-life balance, workload pressure, and work motivation crucial to examine employee performance. This study employs a quantitative approach with a descriptive-associative design, involving 100 participants from the Greater Jakarta area (Jabodetabek). It is analyzed using the Structural Equation Modeling method based on Partial Least Squares (SEM-PLS). The findings reveal a significant positive relationship between Work-life balance and employee performance. In addition, Work-life balance significantly reduces workload, although it does not directly influence work motivation. While neither workload nor motivation directly impacts performance, both act as mediators in the indirect relationship between Work-life balance and employee performance. Therefore, it can be concluded that Work-life balance plays a strategic role—both directly and indirectly—in influencing employee performance through perceptions of workload and intrinsic motivation, which should be considered in human resource management practices within the financial services sector.
Co-Authors Djoko Setyabudi Suryanto Gono, Joyo Nur