PENGARUH KESEIMBANGAN KEHIDUPAN KARYAWAN DAN KOMUNIKASI HIRARKI TERHADAP TURNOVER INTENTION (STUDI PADA FIRMA MERAK FOOD INDUSTRIES)
Authors: - Stephen , Sibarani Mentiana 
Published: March 2024

ABSTRACTThe use of the internet in meeting public needs is also increasingly widespread, one of which is social media. Social media has now been used as a platform to communicate products and has been used by leading brands in the world such as Starbucks, Nike and many other brands according to Forrester Research in 2014 (www.marketing.co.id, 2014). social media that is famous and growing rapidly is Instagram.The effectiveness of promotional media in Mujigae Instagram accounts relating to buying interest can be measured through the AIDA model (Attention, Interest, Desire, Action). According to Kotler and Keller (2009) explain AIDA Theory (Attention, Interest, Desire, and Action) is a message that must get attention, be interested, be interested, and take action. This theory conveys the quality of a good message.This research is descriptive and verification. The purpose of this study was to determine the effect of promotions through Mujigae's Instagram restaurant on student purchase intention in Harapan Bangsa Bandung Institute of Technology and explain the perceptions of students of Harapan Bangsa Bandung Institute of Technology regarding promotions via Instagram and purchase intention towards Mujigae's restaurant products. The sample of this study was students of the Harapan Bangsa Bandung Institute of Technology who had seen promotions through Mujigae's Instagram and also made purchases at Mujigae's restaurant. The sample size is 100 respondents. In this study the method used in sampling uses the Purposive sampling method. This study was tested using a simple linear regression analysis method. The results of the analysis show that the independent variable promotion through Instagram has a significant influence on students' purchase intention from the Harapan Bangsa Bandung Institute of Technology. Based on the results of testing the coefficient of determination, it can be seen that the value of Adjusted R Square is 0.37. This means that the independent variable used explains 37% of the dependent variable, the remainder is 63% explained by other variables not examined in this study.Keywords: marketing communication, social media, Instagram, purchase intention. ABSTRAKDalam perusahaan, sosok pemimpin tentunya memiliki tanggungjawab penting dan besar dalam mengarahkan, mengatur dan mengontrol karyawan secara baik dan optimal. Peran manajemen diperlukan untuk menciptakan kondisi kerja yang baik dan memenuhi kebutuhan setiap anggota perusahaan. Work-Life Balance dan Leader Member Exchange merupakan faktor yang berperan dalam suatu organisasi untuk menjaga kelancaran berkomunikasi antara atasan dan bawahan dan keseimbangan gaya hidup para karyawan. Penelitian ini bertujuan untuk melakukan uji pengaruh antara Leader Member Exchange dan Work-Life Balance terhadap Turnover Intention Karyawan pada Firma Merak Food Industries. Pengumpulan data dilakukan dengan cara penyebaran angket, pengamatan observasi, dan wawancara langsung. Jenis penelitian yang digunakan adalah penelitian kuantitatif. Teknik pengambilan sampel pada penelitian ini menggunakan metode Purposive Sampling. Jumlah sampel yang ditetapkan pada penelitian ini berjumlah 75 orang karyawan. Proses pengolahan data dilakukan dengan menggunakan program SPSS. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh antara Leader Member Exchange terhadap Turnover Intention dan tidak terdapat pengatruh antara Work-Life Balance terhadap Turnover Intention. Melalui hasil penelitian ini diharapkan dapat menjadi referensi bagi pihak perusahaan untuk mencegah munculnya turnover intention karyawan, dengan cara memberikan reward berupa komisi tambahan atau hadiah berlibur. Bagi penelitian selanjutnya, diharapkan dapat mengembangkan hasil penelitian ini dengan menggunakan karakteristik responden, atau melibatkan variabel lain yang berkaitan dengan turnover intention untuk mendapatkan hasil yang lebih akurat.Kata Kunci: Leader Member Exchange (LMX), Work-Life Balance, Turnover Intention