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All Journal WIDYAKALA JOURNAL Innovative: Journal Of Social Science Research
Sarita, Monika Claudia
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Analyzing Brand Loyalty Drivers Among Generation Z Gamers Sarita, Monika Claudia; Dewi, Cynthia Sari
WIDYAKALA JOURNAL : JOURNAL OF PEMBANGUNAN JAYA UNIVERSITY Vol 11, No 2 (2024): Urban Lifestyle and Urban Development
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat UPJ

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36262/widyakala.v11i2.1032

Abstract

The advancement of digital technology has profoundly altered societal lifestyles, particularly impacting Generation Z or iGeneration, who have adeptly navigated digital technologies since early childhood. Concurrently, online gaming, exemplified by Genshin Impact, has emerged as a pivotal component of this generation's social life. The fluctuating popularity of Genshin Impact in 2022 underscores shifting preferences and dynamics within online gaming. This research aims to analyze factors influencing brand loyalty within this context. The study surveyed 150 Genshin Impact players from Java Island, employing quantitative methods with primary data and utilizing Smart PLS 4.0 for data analysis. Findings indicate that electronic word of mouth (EWOM) does not directly influence brand loyalty, while online communities and online advertisements positively impact it. Brand image mediates the relationship between EWOM and brand loyalty. These insights are expected to assist the gaming industry in enhancing brand loyalty strategies. By understanding these dynamics, stakeholders can better align their marketing efforts with the evolving preferences of Generation Z, ensuring sustained engagement and loyalty in the competitive digital landscape
Keuntungan Bisnis Dari Menerapkan Prinsip Keberagaman di Tempat Kerja Putri, Fadila Hardika; Sarita, Monika Claudia
Innovative: Journal Of Social Science Research Vol. 3 No. 5 (2023): Innovative: Journal of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v3i5.8147

Abstract

Keberagaman menjadi salah satu prinsip penting bagi suatu perusahaan. Untuk menghadapi persaingan yang kompetitif maka dibutuhkan keberagaman untuk mampu bersaing dengan kompetitor. Berjalannya keberagaman yang baik dapat mendorong timbulnya kinerja karyawan yang baik dan sesuai dengan keinginan perusahaan. Metode penelitian yang digunakan dalam penelitian ini adalah deskriptif kualitatif. Penelitian ini bertujuan untuk mengetahui dampak keberagaman di lingkungan kerja terhadap individu dan perusahaan. Banyak perusahaan yang telah menerapkan prinsip keberagaman salah satunya adalah GoTo. GoTo telah berkomitmen dan telah direalisasikan untuk menciptakan lingkungan kerja yang beragam pada budaya dan kesetaraan. Hasil dari menerapkan prinsip keberagaman tersebut, GoTo berhasil mendapatkan penghargaan Glints Best Employer Awards 2022 dalam kategori Diversity and Inclusion (DEI) atau Keragaman dan Inklusivitas.
Co-Authors Cynthia Sari Dewi Putri, Fadila Hardika