Marta, Rustono Farady and Wihelmina, Nadya and Tannady, Hendy and Andry, Johanes Fernandes and Ningsih, Nur Wahyu (2020) Organizational Communication Impact of Banking Industry: Between Internal Branding and Employee Loyalty. 4th International Conference of Social Science and Education (ICSSED). pp. 276-282.
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Abstract
This organizational communication study aims to find out how much influence the internal branding strategy has on employee loyalty in the Human Capital Directorate of Company X. The population in this study was 133 permanent employees, and the sample taken was 57 people using Slovin calculations and using Proportionate Stratified Random Sampling technique. This research uses a quantitative approach by conducting a survey method. This type of research is explanative and is based on a positivistic paradigm. The results of this study indicate the effect of internal branding strategies on employee loyalty of 22.3%, and 77.7% of the employee loyalty variable is influenced by variables outside the study. Based on the results of the study it can be concluded that there is a significant effect although not strong enough between the internal branding strategy on employee loyalty at the Directorate of Human Capital in Company X
| Item Type: | Artikel |
|---|---|
| Uncontrolled Keywords: | Employee Loyalty, Human Capital Directorate, Internal Branding Strategy, Organizational Communication. |
| Subjects: | A General Works > AC Collections. Series. Collected works |
| Divisions: | Universitas Pembangunan Jaya |
| Depositing User: | Alexandro Andika |
| Date Deposited: | 15 May 2023 07:11 |
| Last Modified: | 15 May 2023 07:11 |
| URI: | http://eprints.upj.ac.id/id/eprint/5181 |
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