ANALISIS EMPLOYEE BRAND CITIZENSHIP BEHAVIOR PASCA REBRANDING DI BKKBN PUSAT

Siska Indryana Sari, . (2022) ANALISIS EMPLOYEE BRAND CITIZENSHIP BEHAVIOR PASCA REBRANDING DI BKKBN PUSAT. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze employee brand citizenship behavior post rebranding at BKKBN. Internal communication, employee engagement, and employee brand commitment are variables that used to answer its objective. Data were collected through a quantitative survey from 240 employees, using the SmartPLS 3.0 data analysis technique. The results are: internal communication has a positive and significant effect on employee engagement (path coefficient value 0.461); internal communication has a positive and significant effect on employee brand commitment (path coefficient value 0.733); internal communication has a positive and significant effect on employee brand citizenship behavior (path coefficient value 0.304); (4) employee engagement has a positive and significant effect on employee brand citizenship behavior (path coefficient value 0.313); (5) employee brand commitment has a positive and significant effect on employee brand citizenship behavior (path coefficient value 0.369); (6) internal communication has a positive and significant effect on employee brand citizenship behavior through employee engagement (path coefficient value 0.1450; and (7) internal communication has a positive and significant effect on employee brand commitment through employee brand commitment (path coefficient value 0.266). Employee brand commitment has a highest significant effect toward employee brand citizenship behavior. This result revealed that strengthening employee brand commitment will improve the employee brand citizenship behavior and produce a positive behavioural changes which expected providing a good reputation for BKKBN as an organization.

Item Type: Thesis (Tesis)
Additional Information: [No.Panggil: 2010121024] [Pembimbing 1: Ivan Yulivan] [Pembimbing 2: Jubaedah] [Penguji: Iwan Kresna Setiadi]
Uncontrolled Keywords: rebranding, brand citizenship behavior, internal communication, employee engagement, brand commitment
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2)
Depositing User: Siska Indryana Sari
Date Deposited: 11 May 2022 07:22
Last Modified: 11 May 2022 07:22
URI: http://repository.upnvj.ac.id/id/eprint/16807

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