The effect of digital transformation and product innovation on customer engagement: the mediating role of organizational culture : a case study at beverage company in Jakarta

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Sunanto, Albert Yuda (2023) The effect of digital transformation and product innovation on customer engagement: the mediating role of organizational culture : a case study at beverage company in Jakarta. Graduate thesis, Sekolah Tinggi Manajemen IPMI.

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Abstract

Currently, competition between companies is becoming very tight; in the beverage industry, they must compete with each other to get many consumers so that their business continues to run and is in demand by consumers. According to data from the Badan pusat statistik, the growth of the beverage industry in the last 2 years has slowed due to the impact of the COVID-19 pandemic compared to its normal period (2019 and below). Whereas in 2020 the growth of the beverage industry only reached 1.58%, in 2021 the growth is still slowing down by 2.54%. This phenomenon indicates that there was a problem recovering the growth of the beverage industries during the pandemic situation to make it similar to normal, and there is room for improvement in the company to grow similarly to normal. This study is looking into the impact of digital transformation and product innovation on customer engagement, with organizational culture acting as a moderating. The research collected two hundred (200) data points at a beverage company in Jakarta using a quantitative approach by sending a questionnaire with a stratified sampling method. The result of the findings revealed that digital transformation has a significant effect on organizational culture, product innovation has a significant effect on organizational culture, organizational culture has a significant effect on customer engagement, organizational culture fully mediates the relationship between digital transformation and customer engagement, and organizational culture fully mediates the relationship between product innovation and customer engagement. One of the most important things for a company to have if it wants to increase customer engagement is a strong organizational culture.

Item Type: Thesis (Graduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Master of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 16 Mar 2023 07:41
Last Modified: 16 Mar 2023 07:41
URI: http://repository.ipmi.ac.id/id/eprint/1847

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