The Influence of Organizational Identification and Ad Evaluation to Employee’s Customer Focus at Universitas Muhammadiyah Surabaya

DOI

10.2991/978-2-38476-022-0_31How to use a DOI?

Keywords

Identification of organization; Ad value congruence; Ad promise accuracy; Advertising effectiveness; Pride; Customer focus

Abstract

The employee must to have the customer Focus, because it can raise the performance of the Company in formulate, give attention, and serve the Customer better. Customer focus consist when the employees proud with their Company. Something that employees have attention to their Company is advertising of it. When advertising of Company is effective, their employees can be proud with their Job, because the advertising is a representation of Company that showed by external audience in order to make them interested with the Company. If advertising showing the real condition value, the advertising can be effective and make the employees proud to be part of Company. Employees must to evaluate advertising of Company for gaining the effectiveness advertising by evaluate the value congruence and promise accuracy of ads. Therefore, to evaluate it employees must to identify their organization, so they will have the sense of belonging and merge with the goal of Company. It can help the employees to evaluate the advertising because they care about destiny and future of Company. This study aims to assess and analyze the effect of organizational identification and evaluation of ad to employee’s consumer focus at Universitas Muhammadiyah Surabaya. The model used in this study is a model of quantitative research. The selected sample of 210 respondents are from The population employees. Sampling technique used purposive sampling. Analysis data methods using Structural Equation Modeling (SEM) with AMOS program.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Muhammad AlHakim Danurwindo
PY  - 2023
DA  - 2023/05/13
TI  - The Influence of Organizational Identification and Ad Evaluation to Employee’s Customer Focus at Universitas Muhammadiyah Surabaya
BT  - Proceedings of the 1st UMSurabaya Multidisciplinary International Conference 2021 (MICon 2021)
PB  - Atlantis Press
SP  - 283
EP  - 292
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-022-0_31
DO  - 10.2991/978-2-38476-022-0_31
ID  - Danurwindo2023
ER  -