Business Economic, Communication, and Social Sciences Journal (BECOSS)

The Influence of Social Media Marketing, Brand Image, and Influencer Marketing on Purchase Intention at XYZ Restaurant

Shelvy Kurniawan — 2024-09-30

The use of social media in marketing is not only to market products but it can be used to improve the company's image and consumer purchasing interest. XYZ restaurant is engaged in the food & beverage sector by serving typical Indonesian cuisine, they realize the importance of using social media as an efficient marketing tool. The purpose of this study is to determine the influence of social media marketing and influencer marketing on purchase intention and the role of brand image in mediating the influence of social media marketing on purchase intention. The data collection method in this study was by distributing questionnaires. The data analysis method used in this study is SEM. The results of this study indicate that social media marketing has a significant influence on brand image, brand image has a significant influence on purchase intention, influencer marketing has a significant influence on purchase intention, and social media marketing has a significant influence on purchase intention mediated by brand image.

The Effect of Career Development in the Millennial Generation

Ika Triana — 2024-09-30

This study explains employee engagement for millennial employees. It identifies a career development that supports millennial employees, particularly in the DKI Jakarta area, to achieve better employee engagement, and the phenomenon of job-hopping reduces generation millennials. The subject of the investigation is employees of the millennial generation in the DKI Jakarta, with 407 questionnaire participants. The primary data of this study were obtained from questionnaires completed by several respondents. In addition, the data is processed using path analysis to analyze the relationship pattern between variables. This research uses a cross-sectional design. Data are collected only at one point in time, making it difficult to assess long-term causal relationships. Results showed that career development has a positive impact on employee engagement. Companies need to develop professional development programs tailored to the aspirations and work styles of this generation to increase effectiveness. Future longitudinal research may provide further insight into changing dynamics over time. Data collected via questionnaires may contain respondent bias due to their self-reported nature. Additional data collection methods, such as interviews or observations, may help reduce this bias. This research sheds light on the job-hopping phenomenon among millennial employees in Jakarta, the economic and business center of Indonesia. It makes a special contribution to the limited literature on the work behavior of millennials in major Southeast Asian cities. This research provides new insights into how career development and employee engagement can work together to reduce job hopping, thereby providing additional value to companies seeking to retain their employees

Investigating the Influence of Emotional Intelligence and Organizational Commitment on Organizational Citizenship Behavior: An Examination of the Workforce at PT XYZ

Soraya Agustina Situmorang — 2024-09-30

The research investigates the influence of emotional intelligence (EI) and organizational commitment (OC) on organizational citizenship behavior (OCB) within PT XYZ. OCB, which involves voluntary actions benefiting the organization, is increasingly recognized as essential for organizational success. Emotional intelligence, the ability to perceive and manage emotions, plays a crucial role in fostering these behaviors, while organizational commitment reflects the dedication and attachment employees feel towards their company. Using a cross-sectional design, data were collected from 100 employees via a structured questionnaire. Multiple linear regression analysis revealed that emotional intelligence and organizational commitment significantly and positively influence OCB. Specifically, employees with higher emotional intelligence and more substantial organizational commitment demonstrate greater engagement in discretionary behaviors that support organizational functioning. The study concludes that fostering emotional intelligence and organizational commitment within the workforce can significantly enhance OCB, contributing to improved organizational effectiveness. These findings suggest that organizations should prioritize emotional intelligence training and strengthen employee commitment to boost overall performance.

Strategic Use Cases of Digital Transformation Implementation in Cities in Developing Countries

Wendy Junaidi — 2024-09-30

Global competition for business process efficiencies and investment, rapidly growing and aging populations, rising concerns about climate change, economic inequality, digital gap, and keeping pace with technological innovation are just a few of the challenges cities around the world face in meeting citizens’ expectations for personalized, mobile government services. To address these complex systemic challenges, cities must design smart city initiatives as part of digital transformation implementation to connect disparate operations and siloed processes, starting with smaller, focused projects at the department level and progressing, step by step, toward an integrated city ecosystem. The purpose of this research is to provide insights into some strategic use cases for implementing digital transformation in cities in developing countries as a reference for prioritization so that local governments in developing countries can manage the complexities of smart city implementation through the empowerment of internet of things (IoT) technology. This research focused on some smart city use cases found in developing countries, i.e. Pune (India), Da Nang (Vietnam), and Mexico City (Mexico).

Editorial Page and Table of Content

Muhamad Nanang Suprayogi — 2024-10-02