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All Journal MBA Journal – Management, Business Administration, and Accounting Journal
Mawih
Universitas Sains Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH EMPLOYER BRANDING DAN KEPEMIMPINAN TRANSFORMASIONAL TERHADAP RETENSI KARYAWAN GENERASI Z DI BEKASI Firly Agustiansyah; Umban Adi Jaya; Riani Winarni; Tri Sanatha Wahyu Akbar; Mawih
MBA Journal – Management, Business Administration, and Accounting Journal Vol. 2 No. 01 (2025): MBA Journal – Management, Business Administration, and Accounting Journal
Publisher : Universitas Sains Indonesia Publishing

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Abstract

This study aims to analyze the effect of Employer Branding and Transformational Leadership on Generation Z Employee Retention in Bekasi. The study uses a quantitative method with an associative approach and involves 100 Generation Z respondents working in Bekasi. Data collection was conducted using a five-point Likert scale questionnaire. The results show that all instruments are valid and reliable. Classical assumption tests also prove that the data are normally distributed and free from multicollinearity and heteroscedasticity. Multiple linear regression results show that Employer Branding and Transformational Leadership have a positive and significant effect on Employee Retention, both partially and simultaneously. The R Square value of 0.842 indicates that 84.2% of the changes in Employee Retention are explained by these two variables. This finding confirms that a positive company image and an inspirational leadership style are important factors in increasing Generation Z's decision to stay working at the company.
ANALISIS PERAN DIGITAL INFLUENCER DAN STRATEGI KONTEN SOSIAL MEDIA DALAM MEMBANGUN BRAND AWARENESS PRODUK SKINCARE DIKALANGAN GENERASI – Z MAWIH; Tri Sanatha Wahyu Akbar; Umban Adi Jaya
MBA Journal – Management, Business Administration, and Accounting Journal Vol. 2 No. 01 (2025): MBA Journal – Management, Business Administration, and Accounting Journal
Publisher : Universitas Sains Indonesia Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Indonesia's local skincare industry is experiencing rapid growth amidst intense market competition, making brand awareness a major strategic challenge, particularly in reaching Generation Z, which has unique digital consumption characteristics. This study aims to analyze the influence of digital influencers and social media content strategies on building brand awareness of local skincare products among Generation Z. The research approach used is quantitative associative causality. Data was collected thru an online questionnaire distributed to 373 Generation Z respondents (aged 18-26) in major urban areas of Indonesia. The research variables consist of the role of digital influencers, social media content strategy, and brand awareness. Data analysis was conducted using Structural Equation Modeling (SEM) techniques with the assistance of IBM AMOS software version 26. The results of this study indicate that Digital Influencers do not have a significant influence on Brand Awareness, even tho the indicators used reflect aspects of expertise, credibility, attractiveness, and the ability to influence the audience. Similarly, Content Strategy, measured thru educational value, creativity, visual quality, interactivity, and content consistency, also does not show a significant influence on Brand Awareness
Co-Authors Firly agustiansyah Riani Winarni Tri Sanatha Wahyu Akbar Umban Adi Jaya