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All Journal Priviet Social Sciences Journal Perspective Humanities and Social Sciences Profixa: International Journal of Economic and Business Research
Reni Nur Arifah
Institut Karya Mulia Bangsa
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Analysis of rebranding strategies in companies experiencing crisis Anindya Putri Utami; Eva Fachria; Reni Nur Arifah; Putri Aryo Jelang FK; Yetty Yuliany Kusumaningrum; Randika Shafly Fawwaz
Priviet Social Sciences Journal Vol. 6 No. 2 (2026): February 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i2.1328

Abstract

This study aims to analyze the impact of rebranding strategies on brand image and company performance in organizations facing crises. In a dynamic and competitive business environment, rebranding is understood as a strategic transformation process that goes beyond changes in logos or brand names and encompasses the renewal of the company’s vision, mission, values, and brand communication. This study employs a quantitative approach using a survey method targeting consumers aware of the company’s rebranding process after the crisis. The sampling technique used is purposive sampling, with data collected through a Likert-scale questionnaire. The results indicate that rebranding strategies positively and significantly affect company performance. Brand image plays a dominant role in strengthening positive consumer perceptions and enhancing loyalty and trust in the company. The findings also suggest that consistent, honest, and transparent brand communication is a key factor in the success of rebranding initiatives in the hospitality industry. Holistic rebranding accompanied by internal reforms can restore corporate reputation and improve business performance in the post-crisis period. This study contributes theoretically to the development of marketing management literature and serves as a practical reference for companies in designing effective rebranding strategies for image recovery and performance enhancement.
Green Human Capital as a Preventive Factor of Climate Anxiety in the Workplace: A Phenomenological Study Among Generation Z Employees Randika Shafly Fawwaz; Eva Fachria; Reni Nur Arifah
International Journal of Economic and Business Research Vol. 1 No. 2 (2026): : April: Profixa: International Journal of Economic and Business Research
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/6vybds06

Abstract

This study investigates the role of Green Human Capital as a preventive factor in reducing climate related psychological vulnerability among Generation Z employees within contemporary workplace environments. The research applies a qualitative phenomenological design to explore how employees interpret environmental uncertainty, sustainability practices, and organizational responsibility through lived workplace experiences. Twelve participants from technology, manufacturing, and service industries were selected using purposive sampling, while data were collected through semi structured in depth interviews and analyzed using phenomenological thematic analysis. The findings reveal that climate related psychological discomfort emerges alongside increasing environmental awareness and perceived organizational responsibility toward sustainability issues. Green Human Capital contributes to emotional adaptation by strengthening environmental understanding, psychological preparedness, resilience, and constructive meaning formation regarding ecological uncertainty. Organizational sustainability culture further reinforces emotional well being through institutional trust, supportive leadership, transparent sustainability communication, and collective environmental engagement. The study demonstrates that sustainability oriented organizational environments function as emotional ecosystems that strengthen employee security, workplace attachment, and psychological resilience. These findings extend Green Human Capital literature by emphasizing its psychological and organizational significance beyond environmental performance and sustainability management.
What is the Impact of Social Media Advertising Content on Alpha Generation's Financial Understanding? Reni Nur Arifah; Yetty Yuliany K
Perspective Humanities and Social Sciences Vol. 1 No. 1 (2025): Volume 1 No 01 (2025)
Publisher : Institut Karya Mulia Bangsa

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Abstract

Generation Alpha (2011-2025) is known as the generation that is very close to digital technology and is considered the most intelligent generation compared to previous generations. Every week around 2.5 million children of this generation are born worldwide. They are growing up as the most internet- connected generation in history. According to McCrindle, Generation Alpha is highly gadget-dependent, less social, less creative and more individualistic. They want everything fast and instant, and have little respect for process. Their interest in gadgets leads to social alienation. This study examines the impact, experiences and perceptions of the alpha generation on advertising content on social media on teenagers in Nyamat Village by linking knowledge about financial literacy. Social media advertising has a growing influence on the Alpha Generation. Ads targeted at them often employ strategies that capitalize on current trends, digital celebrities and short-form attention-grabbing content. However, how Generation Alpha responds to and perceives this advertising content is still a relevant question to research, especially in rural areas such as Nyamat Village. Data from interviews conducted in Nyamat Village with 12 informant using the narrative descriptive analysis method. The results showed that almost all of these alpha gen teenagers use tiktok and instragram social media which they often see every day and they are interested in buying it so they have to save up first and will eventually ask their parents for money
Digitalization Strategy of the Dharma Usaha 'Maha' Women's Cooperative in Enhancing Member Entrepreneurship in Central Java Province Yetty Yuliany Kusumaningrum; Abdul Aziz; Reni Nur Arifah
Perspective Humanities and Social Sciences Vol. 1 No. 2 (2025): Volume 1 No 02 (2025)
Publisher : Institut Karya Mulia Bangsa

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Abstract

This study aims to analyze the digitalization strategies implemented by the Dharma Usaha “Maha” Women’s Cooperative in enhancing the entrepreneurial capacity of its members in Central Java Province. Using a descriptive qualitative approach, the research explores the processes, utilization, and impact of digital technology on cooperative operations and member business development. Data were collected through preliminary analysis, document studies, and in-depth interviews to gain a comprehensive understanding of the implementation of digitalization strategies within the cooperative. The results indicate that digitalization strengthens the cooperative’s infrastructure through the provision of technological tools, development of integrated information systems, and digitization of administrative processes, thereby improving operational efficiency and transparency. Digitalization also provides broad access to information, digital training, and entrepreneurial literacy, contributing to enhanced skills, product innovation, and members’ readiness to face market competition. The use of social media and e-commerce platforms further expands marketing reach to regional and national levels. These findings underscore that digitalization strategies play a crucial role in building a technology-based entrepreneurial ecosystem that is inclusive and promotes women’s economic independence through cooperatives.
Co-Authors Abdul Aziz Anindya Putri Utami Eva Fachria Putri Aryo Jelang FK Randika Shafly Fawwaz Yetty Yuliany K Yetty Yuliany Kusumaningrum