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All Journal Enrichment : Journal of Management PINISI Discretion Review
Wahda Wahda
Universitas Hasanuddin, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The influence of marketing strategies in building brand equity at Semen Bosowa Company Nuzul Qadri; Muh Yunus Amar; Wahda Wahda
Enrichment : Journal of Management Vol. 13 No. 2 (2023): June: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i2.1464

Abstract

The purpose of this study was to examine the effect of marketing strategies in building brand equity in Bosowa cement companies. This research has important contributions in optimizing marketing strategies to build strong brand equity in Bosowa cement company. The contributions include increased competitive advantage, better business growth and additional value creation. In addition, this research also has urgency due to the competitive cement industry and the importance of brand equity in influencing consumer decisions. Because Semen Bosowa is still less competitive with other companies. The population in this discussion are entrepreneurs, contractors, and consumers or direct users of Bosowa Indonesia cement, and in this study researchers used 100 respondents. This research uses sem analysis techniques with smart pls tools. From the tests carried out, it was found that marketing strategies, in this case brand awareness and brand image, have a positive and significant influence on brand equity either directly or mediated by brand loyalty variables, so it can be concluded that marketing strategies have an important role in building brand equity in Bosowa cement companies.
Personality and Teamwork on Employee Performance Through Organizational Commitment Andi Salma Basallang; Maat Pono; Wahda Wahda
PINISI Discretion Review Volume 6, Issue 2, March 2023
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pdr.v6i2.50971

Abstract

Employee performance in tertiary institutions has become the focus of research and attention in the field of human resource management. The challenges faced are maintaining and improving employee performance within the scope of the Faculty of Medicine to improve academic quality. What is the relationship between personality (PS) and teamwork (TW) on employee performance (EP) through organizational commitment (OC)? There are still few researchers who explore this question, especially within the scope of the Faculty of Medicine. The type of data to be used in this study is in the form of qualitative data and quantitative data. The population and sample in this study were Faculty of Medicine employees with status as PNS (Civil Servants) and Non PNS. The sampling method is census sampling. The analysis technique used is path analysis. The results of the study show that PS and TW variables have a significant effect on OC and EP. Results of this investigation also found that PS and TW have a significant effect on EP through OC. These findings contribute to an understanding of PS and effective TW, which can provide valuable insights for organizations to achieve high EP.
Co-Authors Andi Salma Basallang Maat Pono Muh Yunus Amar Nuzul Qadri