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All Journal Economics and Digital Business Review JER
Junaidin , Junaidin
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Organizational Culture on Job Satisfaction and Organizational Commitment on Organizational Citizenship Behavior in Employees. Utina , Dian Anggriani; Junaidin , Junaidin
Economics and Digital Business Review Vol. 6 No. 1 (2025): Agustus - January
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v6i1.1924

Abstract

This study investigates the influence of organizational culture and job satisfaction on organizational commitment and their subsequent impact on organizational citizenship behavior (OCB) among employees. Organizational culture plays a critical role in shaping workplace norms, attitudes, and values, thereby affecting employees’ satisfaction and their voluntary commitment beyond prescribed duties. Job satisfaction, as a key mediating variable, reflects employees' emotional responses to their roles and directly influences their commitment to organizational goals. Organizational commitment, in turn, fosters behaviors that go beyond formal job descriptions, collectively referred to as OCB. Using a quantitative research approach, this study collected data through surveys administered to employees across various industries. The findings indicate that a positive organizational culture significantly enhances job satisfaction, which strengthens employees' organizational commitment. Furthermore, a strong commitment positively correlates with the display of OCB, including altruism, conscientiousness, and civic virtue. These results underscore the importance of nurturing a supportive organizational culture and enhancing job satisfaction to cultivate a committed workforce capable of exceeding expectations. The implications of this study suggest that managers should prioritize cultural initiatives and satisfaction-driven policies to foster organizational commitment and encourage OCB, thereby improving overall organizational performance.
Analysis of New Product Marketing Strategy Using the STP Approach (Segmentation, Targeting, Positioning) Parenden, Adrianus; Junaidin , Junaidin
Jurnal Economic Resource Vol. 7 No. 2 (2024): September - February
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v7i2.1505

Abstract

This study aims to analyze the marketing strategy of a new product using the STP (Segmentation, Targeting, and Positioning) approach. In an increasingly dynamic and competitive market, understanding consumer diversity and behavior is crucial for the successful introduction of new products. The STP framework offers a systematic method for identifying specific market segments, selecting the most appropriate target markets, and formulating effective positioning strategies. Using a qualitative-descriptive method, this research examines the implementation of STP in the marketing strategy of a selected company launching a new product. Data were collected through interviews, documentation, and analysis of marketing materials. The findings reveal that accurate market segmentation, strategic targeting, and clear positioning significantly influence consumer perception and product acceptance in the market. The study highlights the importance of aligning marketing messages and product value propositions with the characteristics and needs of the target audience. This research contributes to the understanding of how STP can be effectively applied in practice and provides recommendations for marketers in developing customer-oriented strategies to enhance competitiveness and market success.
Co-Authors Parenden, Adrianus Utina , Dian Anggriani