PENGARUH EMPLOYEE BRAND LOVE TERHADAP POSITIVE WORD OF MOUTH DAN TURNOVER INTENTION DENGAN AFFECTIVE COMMITMENT DAN EMPLOYEE LOYALITY SEBAGAI VARIABEL INTERVENING

Abstract

The purpose of this study is to explore the influence of Employee Brand Love, Affective Commitment, and Employee Loyalty on Positive Word of Mouth and Turnover Intention in pharmaceutical companies in Jakarta. The study on Employee Brand Love aims to observe the effect of employees' affection for their company's brand, which can positively impact the company. The research sample consists of employees who have worked for at least one year at pharmaceutical companies in Jakarta. The research method used is a survey conducted via Google Forms with 172 respondents. Data collection was carried out over three months, from February 2024 to April 2024. The results of this study demonstrate that employees with high Employee Brand Love can develop strong Affective Commitment to the company and speak positively about the company's brand to others. High Employee Loyalty is influenced by how much employees love their company's products. Having high loyalty to their company reduces employees' Turnover Intention towards the company they love. The managerial implication for pharmaceutical companies is to foster employees' love for the company's brand by organizing seminars about the company's brand success and excellence, as well as hosting family gatherings with all employees to build emotional attachment and loyalty to the company.