Putriyanti, Amanda Nabila and Garibaldi, Gemala (2017) The Influence of Internal Branding Towards Employee Brand Commitment of Front Liners in Hotel X. Bachelor thesis, Swiss German University.

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Abstract

"Internal branding is an old theory that only been famous this near day. The company that implements internal branding in their company had owned their name in the industry, such as Starbucks, Disney, or Apple. Internal branding itself, roughly, is the act of communicating the brand values within the company to its employees. Therefore, it becomes a new trend in the service industry, it shifted from only being money oriented to also be customer oriented. Internal branding also believed to have a strong correlation with the commitment of its employees towards the brand, because a company wants employees who are able to portray their brand in the eyes of the potential and loyal customers. From this phenomenon, the hypothesis of this research is formulated. The test that is conducted in this study is: validity, reliability, linearity test, classical assumption test, and simple linear regression. This research wanted to see the influence of internal branding towards employee brand commitment in hotel X that located in Jakarta, especially on the front line employees. Front liners are the face of a brand, they have to be committed and able to portray the brand value on their daily behavior.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Internal Brand ; Employee Brand Commitment ; Front Liners
Subjects:	T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Adityatama Ratangga
Date Deposited:	14 May 2020 06:21
Last Modified:	14 May 2020 06:21
URI:	http://repository.sgu.ac.id/id/eprint/134

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