Pengaruh Employee Branding terhadap Peran Karyawan dalam Membangun Loyalitas dan Reputasi Perusahaan

Arel Saputra Setyawan, Mega Dewi Ambarwati

Abstract


Employee branding is a crucial strategy in modern organizations to strengthen employee loyalty and build the company’s reputation among the public. This study aims to analyze the impact of employee branding on employees' roles in fostering loyalty and enhancing corporate reputation. Using a quantitative approach, data were collected through surveys involving 200 employees from various industries. The findings reveal that employee branding has a positive and significant effect on employee engagement in promoting company values. Furthermore, this strategy also contributes to increased loyalty and a positive corporate image. The study concludes by highlighting the importance of employees' roles as brand ambassadors in fostering stronger relationships between companies and their customers.

Keywords


employee branding, employee loyalty, corporate reputation, employee engagement, brand ambassador

Full Text:

PDF

References


Siregar, B. A., & Wibowo, A. H. (2018). "Peran Employee Branding dalam Meningkatkan Loyalitas dan Keterlibatan Karyawan". Jurnal Manajemen Indonesia, 17(2), 102-112.

Santoso, A. B. (2019). Strategi Branding Perusahaan Melalui Karyawan. Jakarta: Pustaka Utama.

Rahmawati, L. (2020). "Pengaruh Employee Branding terhadap Reputasi Perusahaan dan Loyalitas Karyawan". Jurnal Ekonomi dan Bisnis Indonesia, 15(3), 245-256.

Handoko, T. H. (2017). Manajemen Pemasaran Strategis: Pendekatan Employee Branding. Yogyakarta: BPFE.

Sofyan, H. (2016). Employee Branding: Strategi Perusahaan dalam Membangun Loyalitas. Jurnal Humaniora, 7(3), 123-134.

Rangkuti, F. (2013). Creative Marketing Strategy. Jakarta: Gramedia Pustaka Utama

Hasibuan, M. S. P. (2016). Manajemen Sumber Daya Manusia. Jakarta: Bumi Aksara.

Purwanto, E. (2018). Pengaruh Kesejahteraan Pekerja terhadap Loyalitas dan Produktivitas di Organisasi. Jurnal Manajemen Indonesia, 7(2), 105-120

Fitriani, S. (2020). Program Kesejahteraan Pekerja sebagai Strategi Peningkatan Produktivitas di Perusahaan. Jurnal Ilmu Ekonomi dan Manajemen Indonesia, 5(3), 189-201.

Utami, T. (2019). Kebijakan Kerja Fleksibel sebagai Pendukung Keseimbangan Kehidupan Kerja dan Kesejahteraan Karyawan. Jurnal Manajemen dan Bisnis Indonesia, 12(4), 215-230.

Hardani Widhiastuti, H. (2017). Membangun Loyalitas Sumber Daya Manusia. Jakarta: USM Publishing.

Dewantara, S. T. I. E. (2023). Konsep Dasar Membangun Loyalitas Karyawan. Jurnal Productivity. (2022). Faktor-Faktor yang Mempengaruhi Loyalitas Karyawan. jurnal Psikoborneo. (2021). Pengaruh Kompensasi dan Work Life Balance terhadap Loyalitas Karyawan

Allen, N. J., & Meyer, J. P. (1990). The Measurement and Antecedents of Affective, Continuance and Normative Commitment to the Organization. Journal of Occupational Psychology, 63(1), 1-18.

Robbins, S. P., & Judge, T. A. (2019). Organizational Behavior. Pearson Education.


Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Media Hukum Indonesia (MHI)

E-ISSN :3032-6591

Organized by Penerbit Yayasan Daarul Huda Kruengmane,