Enrichment : Journal of Management

Absurdist marketing, radical honesty, and entrepreneurial brand leadership: a netnographic study of the aldis burger phenomenon in Indonesia

Tue, 11 Aug 2026 03:26:39 +0000

This study examines how unconventional brand communication and entrepreneurial leadership jointly shape consumer trust in digital marketing. Using a contextual netnographic approach, 200 purposively sampled Instagram comments from five high-engagement Aldis Burger posts during its peak viral period (Q1–Q2 2026) were analyzed using thematic analysis. Five dominant themes emerged: Trust (30%), Humor (24%), Persona (20%), Uniqueness (14%), and Skepticism (12%), each reflecting a distinct leadership dimension. The findings indicate that entrepreneurial brand communication functions not only as a marketing strategy but also as an expression of leadership that strengthens consumer trust. Building on these findings, the study proposes three theoretically grounded constructs—Performative Honesty, Absurd Credibility, and Anti-Competitive Trust Signaling—together with the Persona-Congruence Mechanism as a moderating condition for trust formation. These constructs are presented as testable propositions for future research. The study contributes to the literature on brand leadership, digital marketing authenticity, and consumer trust while offering practical insights for entrepreneurial branding in the digital economy

Analysis of the influence of leadership style, work motivation, and work discipline on employee performance at pt sinar langkat perkasa

Erik Christianto, Manda Dwipayani Bhastary, Nikous Soter Sihombing — Sat, 22 Aug 2026 03:28:01 +0000

This study aims to analyze the influence of leadership style, work motivation, and work discipline on employee performance at PT Sinar Langkat Perkasa Medan. Employee performance is a crucial factor in achieving company goals therefore, it is necessary to examine the variables that potentially influence it. This is a quantitative study using a survey method. The study population was all employees of PT Sinar Langkat Perkasa Medan, totaling 126 people. The results indicate that: leadership style has a positive and significant effect on employee performance with a calculated t-value of 4.377 > t-table 1.986 and a significance level of 0.000 < 0.05; work motivation has a positive and significant effect on employee performance with a calculated t-value of 4.577 > t-table 1.986 and a significance level of 0.000 < 0.05; work discipline has a positive and significant effect on employee performance with a calculated t-value of 2.758 > t-table 1.986 and a significance level of 0.007 < 0.05; and simultaneously, leadership style, work motivation, and work discipline have a positive and significant effect on employee performance with a calculated F value of 71.452 > F table 2.70 and a significance of 0.000 < 0.05. This, it can be concluded that leadership style, work motivation, and work discipline are important contributing factors to improving employee performance at PT Sinar Langkat Perkasa. The company is expected to strengthen these three aspects by improving leadership skills, providing appropriate motivation, and consistently enforcing discipline to optimize employee productivity

Gen z’s multiple roles outside the home : work, college, and organizations

Chofifah Febriyanti, Nanang Apriliyanto, Muhammad Fauzi — Tue, 01 Sep 2026 03:31:49 +0000

This study aims to explore and describe the phenomenon of multiple roles played by Generation Z outside the home, specifically in balancing the responsibilities of work, university studies, and organizational activities. This case study focuses on the members of the Pimpinan Anak Cabang (PAC) Ikatan Pelajar Putri Nahdlatul Ulama (IPPNU) in Kendal Regency. This research uses a qualitative method based on occurring phenomena. Data collection techniques were conducted through in-depth interviews with two primary informants who simultaneously perform these three roles and one supporting informant, as well as observation and documentation. Data analysis techniques included data reduction, data presentation, and conclusion drawing. The results of the research indicate that the resilience demonstrated by informants in managing multiple roles is rooted in adaptive strength and the ability to set priorities. Time management strategies employed include priority scaling and the utilization of digital technology. However, informants also face challenges such as physical burnout and role conflict. Nevertheless, social support from the IPPNU organizational environment serves as a key supporting factor in maintaining their resilience. This research concludes that Gen Z members in PAC IPPNU Kendal are capable of performing multiple roles through dynamic self-management adaptation strategies.

The influence of competence, work motivation, and workload on employee performance with job satisfaction as a mediating variable on operation employees at pt. wom finance

Rina Mayangsari, Eka Desy Purnama — Mon, 03 Aug 2026 03:31:46 +0000

This study aims to examine the influence of Competence, Work Motivation, and Workload on Employee Performance with Job Satisfaction as a Mediating Variable on Operational Employees at PT. WOM Finance. This study uses a quantitative approach with 268 customer respondents. Data analysis was carried out using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the help of the SmartPLS 4 application. The results of the study indicate that Work Competence (X1) has a positive and significant influence on Job Satisfaction (Z), Work Competence also has a positive and significant influence on Employee Performance (Y), Work Motivation Variable (X2) has a positive and significant influence on Job Satisfaction (Z). In addition, Work Motivation also has a positive and significant influence on Employee Performance (Y). Furthermore, Workload (X3) has a negative and insignificant influence on Job Satisfaction (Z). Job Satisfaction Variable (Z) has a positive and significant influence on Employee Performance (Y). Work Competence (X1) has an indirect influence on Employee Performance (Y) through Job Satisfaction (Z), Work Motivation (X2) also has an indirect influence on Employee Performance (Y) through Job Satisfaction (Z). Furthermore, Workload (X3) has an indirect influence on Employee Performance (Y).

The effect of service quality and salesperson performance on company saled performance mediated by relationship marketing at WOM finance Cibinong branch

Pardis Hikler Brulisko, Budi Haryono — Mon, 03 Aug 2026 00:00:00 +0000

This study aims to analyze the effect of service quality and salesperson performance on company sales performance with relationship marketing as a mediating variable at PT WOM Finance Cibinong Branch. This study employed a quantitative approach involving 85 customers as respondents. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that service quality has a positive and significant effect on company sales performance with p-values 0.000 < 0.05 and t-statistics 3.777 > 1.664. Salesperson performance does not have a significant effect on company sales performance with p-values 0.107 > 0.05 and t-statistics 1.610 < 1.664. Relationship marketing has a positive and significant effect on company sales performance with p-values 0.005 < 0.05 and t-statistics 2.820 > 1.664. Service quality does not have a significant effect on relationship marketing with p-values 0.099 > 0.05 and t-statistics 1.651 < 1.664. Salesperson performance has a positive and significant effect on relationship marketing with p-values 0.000 < 0.05 and t-statistics 13.461 > 1.664. In the indirect effect testing, relationship marketing does not mediate the effect of service quality on company sales performance with p-values 0.237 > 0.05 and t-statistics 1.183 < 1.664, whereas relationship marketing mediates the effect of salesperson performance on company sales performance with p-values 0.003 < 0.05 and t-statistics 2.980 > 1.664. These findings indicate that improving company sales performance at PT WOM Finance Cibinong Branch is more strongly influenced by service quality and relationship marketing, while salesperson performance becomes more effective in improving sales performance when it first strengthens relationship marketing