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All Journal Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Economic Reviews Journal
Budiani, Selsa Mahfuza
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Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences Other

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Strategi Manajemen Eksternal Berbasis Keberlanjutan dalam Program Bakti BCA pada Bank Central Asia Ramadhan, Yanuar; Arnanda, Rifky Arya; Budiani, Selsa Mahfuza; Mayshandi, Justin; Putri, Chesterita; Tambunan, Nessa Agustina
Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Vol. 5 No. 2 (2025): Juni : Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurimbik.v5i2.1059

Abstract

This study aims to analyze the role of BAKTI BCA as a strategic initiative in strengthening external stakeholder engagement and corporate sustainability at PT Bank Central Asia (BCA). The research focuses on how structured corporate social responsibility (CSR) practices can be integrated into strategic management to support long-term legitimacy and organizational resilience. Adopts a qualitative descriptive approach using a literature review method. The primary sources of data include the 2024 BCA Sustainability Report, peer-reviewed academic journal articles, and information from the official website of PT Bank Central Asia. Data were collected through document analysis and examined using interpretive and thematic techniques, guided by theoretical frameworks on strategic management, stakeholder engagement, corporate social responsibility (CSR), and environmental, social, and governance (ESG) principles. Finds that BAKTI BCA functions as a strategic platform that links corporate vision with external sustainability goals. With programs in education, economy, health, culture, and environment, BAKTI BCA demonstrates how corporations can move beyond symbolic CSR and create measurable impact. It contributes significantly to stakeholder trust, strengthens BCA’s ESG standing, and aligns corporate operations with national sustainable development goals. The integration of CSR as a longterm strategy enhances institutional reputation and supports social and environmental value creation.
Pengaruh Social Media Marketing Activities Terhadap Purchase Intention dengan Relationship Quality, Brand Awareness, dan Perceived Value Budiani, Selsa Mahfuza; Satria, Fajar
Economic Reviews Journal Vol. 5 No. 2 (2026): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v5i2.1110

Abstract

The use of social media as a source of information before purchasing, especially by Generation Z and Millennials who dominate the Indonesian local skincare market, requires brands to manage Social Media Marketing Activities effectively in order to influence Purchase Intention amidst the dynamics of rapidly changing digital trends. This study aims to analyze the influence of Social Media Marketing Activities on Purchase Intention with Relationship Quality, Brand Awareness, and Perceived Value of Generation Z and Millennial consumers in the Indonesian local skincare industry. This study uses a quantitative approach with a dare survey method to 207 respondents of social media users in the Jabodetabek area who have seen or engaged such as following, liking, commenting, or sharing social media content from local Indonesian skincare accounts, namely Somethinc, Azarine, Wardah. The analysis technique uses the Partial Least Squares Structural Equation Model (PLS-SEM) method through SmartPLS 4 software. The results of this study indicate that Social Media Marketing Activity, Relationship Quality, Brand Awareness, and Perceived Value have a significant positive effect on Purchase Intention. These findings provide insight into the importance of social media marketing activities that can build emotional bonds, enhance brand recognition, and shape perceived value, thus increasing purchase intention. Companies are advised to strengthen perceived value through content that demonstrates superior product value and responsive interactions on social media to increase purchase intention.
Co-Authors Arnanda, Rifky Arya Mayshandi, Justin Putri, Chesterita Satria, Fajar Tambunan, Nessa Agustina Yanuar Ramadhan