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All Journal Journal of Economics and Business UBS Devotion: Journal of Research and Community Service Journal Research of Social Science, Economics, and Management
Nurlaela Arief, Neneng
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Economics, Econometrics & Finance Environmental Science

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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

Abstract

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

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

Abstract

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.
Developing an Integrated Digital Marketing Strategy to Increase Purchase Intention Based on Customer Preferences Toward Marketing Mix and Social Media Content: a Case Study of Graduats Online Upskilling Platform Laduri, Lavena; Nurlaela Arief, Neneng
Journal Research of Social Science, Economics, and Management Vol. 5 No. 7 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i7.1313

Abstract

Increased activity in Indonesia’s online learning market has forced companies to compete more fiercely for the attention of recent graduates and young workers. However, many emerging platforms still face challenges in building brand visibility, credibility, and conversion effectiveness, despite the extensive use of social media for information search and learning evaluation. This study aims to develop an integrated digital marketing strategy for Graduats by analyzing customer preferences toward Social Media Marketing Activities (SMMAs) and relevant elements of the 7P service marketing mix, as well as how these factors influence purchase intention. A survey-based quantitative method was utilized, focusing on individuals between 18 and 30 years old to align with the primary demographic of Graduates. The findings reveal that social media content significantly influences purchase intention, particularly when it communicates credibility, perceived learning value, and user engagement. Instagram is identified as the most dominant platform for both social interaction and upskilling-related information search. Moreover, the combined influence of entertainment, interactivity, trendiness, and e-WOM explains 81.3% of the variance in purchase intention, emphasizing the strong role of content-driven strategies. Based on these results, this study proposes an integrated digital marketing framework comprising an SMMA-based content strategy and an implementation design using the RACE model. This research provides managerial implications for optimizing social media marketing investments and contributes academically by extending the application of SMMA to Indonesia’s online upskilling sector.
The Role of Government Public Relations in Stakeholder Collaboration for Sustainable Tourism (Study Case of Ciletuh-Palabuhanratu Geopark) Choerunnisa, Siti; Nurlaela Arief, Neneng
Journal Research of Social Science, Economics, and Management Vol. 5 No. 7 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i7.1330

Abstract

Ciletuh-Palabuhanratu-Geopark (CPUGGP) is a prestigious site as a UNESCO Global Geopark that is challenged by governance practices to convert formal recognition into sustainable stakeholder management. This research seeks to uncover the policy reasons for participation stagnation and the distinctive essence of the governance model. Adopting a qualitative approach with a case study method, this study conducts in-depth interviews with the Pentahelix actors and processes the data through the fusion of the IAP2 Spectrum of Public Participation and the Four Models of Public Relations. The results display an obvious structural imbalance: The government is in the central "Empower" position, while other parties are relegated to the periphery. This disparity maintains a charade of involvement in which participation means being administratively compliant and visibly ceremonious, rather than being equally co-creative. As a result, the ecosystem falls into the term "Participation Regression," whereby initial enthusiasm dissipates as there is no ongoing dialogic engagement. To address these structural gaps, this research suggests a transformative governance model rooted in Pentahelix Orchestration. The framework recommends a paradigm shift for communication from the technical exchange of information to strategic engagement that builds relationships. The objective is to turn stakeholder participation from episodic, one-off involvement in a procedure into relational engagement and empowered partnership, where passive awareness becomes active, sustainable co-creation.
Co-Authors Choerunnisa, Siti Ferdian Adyaksa, Fahreza Gabriela Liem, Anastasia Laduri, Lavena