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All Journal Jurnal Ilmiah Manajemen Kesatuan EMBISS: Jurnal Ekonomi, Manajemen, Bisnis, Sosial
Akbarona, Danang Aziz
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Employee Performance Development Model Through Organizational Restructuring of Social Media Marketing and Work Engagement Hamonangan Ismail, Dingot; Nugroho, Joko; Akbarona, Danang Aziz; Caniago , Aspizain
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 4 (2025): JIMKES Edisi Juli 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i4.3459

Abstract

Changes in work dynamics due to the dominance of the digital generation and the increasing use of social media require new strategies to improve employee performance. Based on these conditions, this study aims to analyze the effect of organizational restructuring, social media marketing, and work engagement on employee performance. The study used a descriptive quantitative approach with a survey method of 132 permanent employees at an international certification organization in Jakarta. Data analysis was conducted using partial and simultaneous regression tests to measure the influence of each independent variable on employee performance. The results showed that organizational restructuring, social media marketing, and work engagement partially had a positive and significant effect on employee performance. Simultaneously, the three variables also showed a positive effect with t and F values ​​exceeding the critical value. These findings indicate that employee performance can be improved through strategic restructuring, effective use of social media, and increased work engagement. However, this study was limited to one organization in Jakarta with a cross-sector approach, so the results cannot necessarily be generalized to other sectors or regions. This study provides a practical framework for organizations to improve performance through a modern management approach in the digital era.
Peran Media Sosial dalam Strategi Digital Marketing: Tinjauan Sistematis terhadap Pengaruhnya di Pasar Indonesia Akbarona, Danang Aziz; Intan, Lusi Reni; Triana, Ade; Dila, Fara
JURNAL EKONOMI, MANAJEMEN, BISNIS, DAN SOSIAL (EMBISS) Vol. 5 No. 4 (2025): Agustus 2025
Publisher : CV ODIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59889/embiss.v5i4.409

Abstract

This-study aims-to examine the-role of socialmedia in digital marketing strategies in Indonesia through a Systematic Literature Review (SLR) with a qualitative approach, focusing on its impact on brand mindfulness, client engagement, brand fidelity, and the marketing performance of micro, small,and medium enterprises(MSMEs). By reviewing literature from academic journals, conference papers, and scholarly publications, this study identifies crucial themes, including the effectiveness of social media platforms like Instagram and Twitter in enhancing brand mindfulness and deals, the role of influencer marketing in strengthening marketing strategies, and the positive impact of social media on MSMEs. Success factors include the quality of applicable and engaging content, active commerce with cult, and the use of analytics to measure crusade effectiveness, while major challenges encompass violent competition, resource limitations for MSMEs, and changes in platform algorithms. The study recommends training in content operation, integrating influencer marketing with organic content, and using analytics to optimize marketing strategies. Limitations include the focus on English and Indonesian literature and confined access to paid journals, suggesting unborn exploration to explore platforms like TikTok and the impact of algorithm changes
Pengaruh Brand Image dan Content Marketing terhadap Loyalitas Konsumen melalui Brand Engagement Pada Platform Tiktok Shop Darmawan, Roslinda Jasmine; Dara, Satria Danur; Basori, Mohamat; Akbarona, Danang Aziz
JURNAL EKONOMI, MANAJEMEN, BISNIS, DAN SOSIAL (EMBISS) Vol. 5 No. 4 (2025): Agustus 2025
Publisher : CV ODIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59889/embiss.v5i4.411

Abstract

This study aims to analyze the influence of brand image and content marketing on consumer loyalty, both directly and indirectly through brand engagement on the TikTok Shop platform. The method used is a quantitative approach with data collection through questionnaires from 211 TikTok Shop user respondents. Data processing was carried out using SmartPLS 3.0 software with Structural Equation Modeling (SEM) techniques. The results of the study indicate that brand image and content marketing have a significant effect on brand engagement. Meanwhile, brand engagement has a significant effect on consumer loyalty and mediates the relationship between brand image and content marketing on consumer loyalty. These findings emphasize the importance of emotional engagement and active consumer interaction with brands through creative content and positive images in forming long-term loyalty. This study provides theoretical contributions to the development of digital marketing as well as practical recommendations for business actors in utilizing TikTok Shop as a strategic marketing platform.
Co-Authors Basori, Mohamat Caniago , Aspizain Dara, Satria Danur Darmawan, Roslinda jasmine Dila, Fara Intan, Lusi Reni Ismail, Dingot Hamonangan JOKO NUGROHO TRIANA, ADE