Pengaruh corporate brand identity management terhadap employee commitment dan dampaknya kepada brand performance dan employee satisfaction di Swiss-Bellin Airport Jakarta

Setiadi, Eka (2018) Pengaruh corporate brand identity management terhadap employee commitment dan dampaknya kepada brand performance dan employee satisfaction di Swiss-Bellin Airport Jakarta. Masters thesis, Universitas Pelita Harapan.

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Abstract

A well implemented corporate brand identity management is believed will be able to provide positive impact on the behavior of organization members, which will be reflected on their commitment, in turn will affect their performance and satisfaction level. This research is designed to identify the impact of corporate brand identity management on employee commitment and identify it’s effect on brand performance and employee satisfaction. The subject on this research is 64 employees of Swiss-Belinn Airport Jakarta. The method of analysis used for this research is structural modeling, processed with SmartPLS 3 software. The result of this research indicates that employee and client focus, and brand personality has positive and significant impact on employee commitment. While corporate visual identity, consistent communications, and human resource iniatives has no positive and significant impact on employee commitment. The result also indicates that employee commitment has positive and significant impact on brand performance and employee satisfaction. This research can be used as a practical guide to implement a well corporate brand identity management in addition to build a high employee commitment, brand performance, and employee satisfaction. / Corporate brand identity management yang diimplementasikan dengan baik diyakini akan memberikan dampak positif bagi perilaku anggota organisasi, antara lain tercermin dalam commitment yang pada gilirannya akan berujung pada performance dan satisfaction. Penelitian ini bertujuan untuk mengidentifikasi pengaruh corporate brand identity management terhadap employee commitment dan dampaknya kepada brand performance dan employee satisfaction. Subyek dalam penelitian ini adalah 64 orang karyawan Swiss-Belinn Airport Jakarta. Metode analisis yang digunakan dalam penelitian ini adalah structural modeling yang diproses dengan menggunakan bantuan software SmartPLS 3. Hasil penelitian menunjukkan employee and client focus dan brand personality memiliki pengaruh positif yang signifikan terhadap employee commitment. Sementara corporate visual identity, consistent communications, dan human resource initiatives ditemukan tidak memiliki pengaruh positif yang signifikan terhadap employee commitment. Di samping itu, penelitian ini juga menemukan bahwa employee commitment memiliki pengaruh positif yang signifikan terhadap brand performance dan employee satisfaction. Penelitian ini dapat digunakan sebagai panduan praktis untuk implementasi corporate brand identity management dalam rangka membangun employee commitment, brand performance, dan employee satisfaction yang tinggi.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Setiadi, EkaNIM00000014601UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorHuliselan, Juana JudithNIDN0006065801UNSPECIFIED
Additional Information: T 19-14 SET p
Uncontrolled Keywords: corporate brand identity management ; employee and client focus ; corporate visual identity ; brand personality ; consistent communications ; human resource initiatives ; employee commitment ; employee commitment ; brand performance ; employee satisfaction
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Current > Faculty/School - UPH Karawaci > Business School > Master of Management
Depositing User: Ms Devy Christiany Zega
Date Deposited: 20 May 2021 02:25
Last Modified: 21 Jun 2022 01:32
URI: http://repository.uph.edu/id/eprint/27634

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