Pengaruh Internal Branding dan Brand Commitment terhadap Organizational Citizenship Behavior (OCB) (Studi pada Dosen Universitas Negeri Surabaya)
DOI:
https://doi.org/10.26740/jim.v8n3.p648-657Keywords:
brand commitment, internal branding, organization citizenship behavior.Abstract
Organizational citizenship behavior is valued as work-related behavior that is not related to the formal organizational reward system, and, in aggregate, encourages the effective functioning of the organization. This is shown from some data obtained that the teaching staff or lecturers of Universitas Negeri Surabaya (Unesa) from the existing basic tasks and functions, which consists of research and social services, are considered not enough to be done only during working hours. Therefore this study sees that OCB is conducted by a Unesa's lecturers. This study aims to determine the effect of Internal Branding and Brand Commitment on Organizational Citizenship Behavior for teaching staff. This research uses a quantitative approach, using the questionnaire method by determining accidental sampling. The formulation of the technique used in this study is multiple linear regression analysis. Through multiple linear regression analysis techniques, the findings in this study answer the research hypothesis between ain, (1) the influence of Internal Branding on Organizational Citizenship Behavior of teaching staff at Unesa has a positive impact, the coefficient results showed 0.183 (0.000 <0.05), then the first hypothesis test accepted, (2) Effect of Brand Commitment on Organizational Citizenship Behavior has a positive effect, with a coefficient result of 0.44 (0,000 <0.05) then the results of the second hypothesis test are accepted, (3) Effect of Internal Branding and Brand Commitment on Organization Citizenship Behavior is stated Significantly, the F-count results show 136,299 (0,000 <0.5) then the results of the third hypothesis test are accepted.
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Unesa.ac.id. 2020. Selayang Pandang. (https://www.unesa.ac.id/page/tentang-unesa/selayang-pandang, diakses pada 15 April 2020).
Asiedu, M. J. (2014). Organisational Commitment And Citizenship Behaviour: Tools To Improve Employee Performance; An Internal Marketing Approach. European Scientific Journal Vol.10, No.4, pp 288-305.
Bataineh, A. Q. (2017). The Effect of Employee-Based Brand Equity on Organizational Citizenship Behavior: The Mediating Role of Job Satisfaction. International Journal of Academic Research in Business and Social Sciences. Vol. 7, No. 2, pp 423-436.
Blazevic, A. A. (2012). Internal Branding-Understanding Brand Value. Bachelor Thesis, Branding.
Buil a, I. E. (2016). From internal brand management to organizational citizenship behaviours: Evidence from frontline employees in the hotel industry. Tourism Management, 57, 256-271.
Chmee, J. &. (2010). JMP Means Business: Statistical Models for Management. USA: SAS.
Dechawatanapaisal, D. (2017). Employee retention: the effects of internal branding and brand attitudes in sales organizations. Personnel Review, Emerald Insight.
Dryl, T. (2017). Internal Branding In Organization In The Context Of Internal Corporate Communication. Handel Wewnętrzn, 2(367), 56-68.
Erkmen, E. d. (2014). Linking brand commitment and brand citizenship behaviors of airline employees: The role of trust. Journal of Air Transport Management.
Gozukara, I. &. (2016). The Effect of Employer Branding on Employees Organizational Citizenship Behaviors. International Journal of Business Management and Economic Research (IJBMER), Vol 7, No.1, pp 477-485
Javida, H. M. (2016). Internal Brand Management Relationship with Brand CitizenshipBehavior, Job Satisfaction and Commitment in Saipa Teif Company. . Procedia Economics and Finance (36), 408 413.
Kashive, Neerja dan Vandana Tandon Khanna. 2017. Impact of Internal Branding (IB), Brand Commitment (BC) and Brand Supporting Behavior (BSB) on Organizational Attractiveness (OA) and Firm Performance(FP). International Journal of Human Resource Studies ISSN 2162-3058, Vol. 7, No. 2, pp 155-174.
Khademi, Shoresh., Kamran Kasraei b dan Reza shafeic. 2015. Investigate The Relationship Between Internal Branding On Organizational Citizenship Behavior In Kurdistan Province Food Manufacturing Companies. International Academic Journal of Organizational Behavior and Human Resource Management Vol. 2, No. 12, pp 49-61.
Matanda, Margaret Jekanyika dan Nelson Oly Ndubisi. 2013 Internal marketing,
internal branding, and organisational outcomes: The moderating role of perceived goal congruence, Journal of Marketing Management, 29:9-10, 1030-1055.
Mahooti, M., Vasli, P., & Asadi, E. 2018. Effect Of Organizational Citizenship Behavior On Family-Centered Care: Mediating Role Of Multiple Commitment. PLoS ONE 13(9).
Mehr, F. E., Mehr, L. E., & Mehr, R. E. 2018. Investigating The Impact Of Internal Brand Management On Organizational Citizenship Behavior With Considering The Mediation Role Of Job Involvement And Organizational Identity In The Company Of Snowa Household Appliance. Journal Of Organizational Behavior Research, Vol. 3.
Milkovich, George T dan John W Boudreau, Human Resource Management, Chicago, London, 1997.
Mudrajad Kuncoro, Metode Kuantitatif, (Yogyakarta: UPP STIM YKPN, 2001), 5.
Nirmali, K.A.Apeksha., MohdShukriAb Yajid., Ali khatibi dan FerdousAzam. 2017. Internal Branding-A Conceptual Review of related
concepts. International Journal of Scientific and Research Publications, Volume 7, Issue 8, pp 116-125
Nyadzayo, Munyaradzi W., Margaret J. Matanda dan Michael T. Ewing. 2014. The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image. Journal of Business Research.
Özçelika, Gaye dan Mine Afacan Fındıklı. 2014. The Relationship between Internal Branding and Organizational Citizenship Behaviour: The Mediating Role of Person-Organization Fit. Procedia - Social and Behavioral Sciences. 150 1120 1128.
Peraturan Pemerintah Republik Indonesia Nomor 37 Tahun 2009 tentang Dosen
Puguh Suharso, Metode Penelitian Kuantitatif untuk Bisnis: Pendekatan Filosofi dan Praktis, (Jakarta:PT Indeks, 2009), 56
Rahmat, J. (2005). Metode Penelitian Komunikasi, cet. 11. Bandung: PT Remaja Rosdakarya
Rivai, V dan Sagala, E. J. 2009. Manajemen Sumber Daya Manusia untuk Perusahaan: Dari Teori ke Praktik. Edisi 2. PT Raja Grafindo Perkasa. Jakarta.
Santoso, D.I, Adiwibowo, H.P, dan Ainur Rasyid, H.A. 2019. Analisis Beban Kerja Dosen Periode 2012-2016 Terhadap Pelaksanaan Tri Dharma Prodi DIII Teknik Mesin Journal of Vocational and Technical Education - Volume 01, Nomor 02, pp 11-18
Shaari, H., Salleh, S.M., dan Hussin, Z. 2012. Relationship Between Brand Knowledge and Brand Rewards and Emplloyees Brand Citizenship Behaviour: The Mediating Roles of Brand commitment. International Journal of Business and Society.
Silalahi, Ulber. 2009. Metode Penelitian Sosial. Bandung: Refika Aditama.
Sirait, J. T. 2006. Memahami Aspek-aspek Pengelolaan Sumber Daya Manusia Dalam Organisasi. Grasindo, Jakarta.
Sugiyono. 2012. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
Sujarweni, V. W. 2015. Metodologi Penelitian Bisnis & Ekonomi. Yogyakarta: Pustakabarupress.
Supardi, Metodologi Penelitian Ekonomi dan Bisnis, (Yogyakarta: UII Press, 2005), 121.
Triharso, A. 2012. Talent Management: Mampertahankan Karyawan Tanpa Menaikkan Gaji. Jakarta: PT Elex Media Komputindo.
Undang-undang Republik Indonesia Nomor 14 Tahun 2005 tentang Guru dan Dosen
Unesa.ac.id. 2020. Selayang Pandang. (https://www.unesa.ac.id/page/tentang-unesa/selayang-pandang, diakses pada 15 April 2020).
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Published
2020-04-15
How to Cite
Soepardjo, T. A., Wijayanti, D. T., & Surjanti, J. (2020). Pengaruh Internal Branding dan Brand Commitment terhadap Organizational Citizenship Behavior (OCB) (Studi pada Dosen Universitas Negeri Surabaya). Jurnal Ilmu Manajemen, 8(3), 648–657. https://doi.org/10.26740/jim.v8n3.p648-657
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