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All Journal Jurnal Ekonomi, Akuntansi dan Perpajakan Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Lutfita Khoirunisa
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Economics, Econometrics & Finance

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Strategi Pemasaran Perusahaan Starbucks Terhadap Penurunan Saham Akibat Boikot Produk Erwin Permana; Dhea Novtalia Wijaya; Lutfita Khoirunisa; Samsyurizal
Jurnal Ekonomi, Akuntansi, dan Perpajakan Vol. 1 No. 2 (2024): Mei : Jurnal Ekonomi, Akuntansi, dan Perpajakan (JEAP)
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jeap.v1i2.309

Abstract

Starbucks is one of the international coffee companies affected by falling shares due to a boycott triggered by their alleged support for alleged Israeli crimes. To overcome this market turmoil, Starbucks is trying to carry out a series of strategies so that it can still be accepted by the market. This research aims to analyze Starbucks' marketing strategy regarding the decline in shares due to product boycotts. The research was conducted using a descriptive qualitative approach. Data was obtained through search results and observations on various sites and related databases. The research results show that Starbucks has implemented a marketing strategy that focuses on clarifying its stance and commitment to human values, launching aggressive promotions, launching new products, collaborating with K-Pop idols, improving customer service, and taking advantage of the Ramadan momentum. In addition, Starbucks has also emphasized its dedication to social responsibility and human rights through statements on Starbucks' official website and Instagram. The company is concerned about all forms of actions that incite hatred and violence, and also expresses sympathy for the victims and support for global peace initiatives. These efforts aim to restore Starbucks' brand image and rebuild customer trust, while addressing the concerns that led to the product boycott. By focusing on these human values, promotions, and improving customer service, Starbucks is working to regain its market position and continue to grow in the international coffee industry
Pengaruh Career Development dan Work Engagement terhadap Turnover Intention Karyawan Generasi Z Bidang Logistik di DKI Jakarta Lutfita Khoirunisa; Narulita Syarweny; Iis Mariam
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

The current economic changes are occurring due to the spread of digital technology in Indonesia, prompting companies to improve and maintain their human resources. However, the involvement of Generation Z in the workforce poses a challenge, as the turnover intention rate of Generation Z employees is 46% higher than that of previous generations, accompanied by a high turnover intention rate in the logistics sector, which reaches 82%. This study aims to analyse the influence of career development and work engagement on turnover intention among Generation Z employees in the logistics sector in Jakarta. The study was conducted using a quantitative method. Data was collected through a questionnaire distributed across several social media platforms to 150 Generation Z employees in the logistics sector in Jakarta. The data analysis technique used was multiple linear regression analysis with the assistance of IBM SPSS Version 26 software. The results showed that, partially, both career development and work engagement influence turnover intention, as they produced a probability of 0.000 < 0.05. Additionally, simultaneously, career development and work engagement significantly influence turnover intention with a significance probability of 0.000 < 0.05. Given the significant influence of career development and work engagement on turnover intention among Generation Z logistics employees in Jakarta, companies can enhance comprehensive career development programmes and employee rights to improve work engagement and enhance employee well-being.
Co-Authors Dhea Novtalia Wijaya Erwin Permana Iis Mariam Narulita Syarweny Samsyurizal