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, Fina Fauzi Setiadi — Mon, 30 Sep 2024 00:00:00 +0000

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, Danang Prihandoko — Mon, 30 Sep 2024 00:00:00 +0000

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

Editorial Page and Table of Content

Muhamad Nanang Suprayogi — Wed, 02 Oct 2024 00:00:00 +0000