With the development of the era and the acceleration of globalization from various aspects, companies need to have a workforce that is able to manage and is ready to face changes that can affect the company. Generation Z is the focus of the study because they have different views on finding a job, namely prioritizing stability in work and benefits and high starting salaries (survey by the Handshake career site, 2022). The population in this study was 259 respondents with 157 samples taken using the Slovin formula. The data sources utilized include both primary and secondary data. Data collection was conducted through a questionnaire using Google Forms. Data analysis was performed using PLS SEM with the SmartPLS 4 software. The study results indicated that employer branding and social media have a positive and significant impact on company reputation. Employer branding positively and significantly influences job application intentions. Social media has a negative and insignificant effect on job application intentions. The favorable and notable influence of a company's reputation extends to job application intentions. Employer branding and social media positively and significantly affect job application intentions, with company reputation acting as a mediator.

PT LSP XYZ is a company that operates in the field of professional certification, where currently professional certification participants are experiencing an increase and decrease in participants, especially in the aspect of e-learning development which has an impact on customer satisfaction. If this is not repaired immediately, the damage will impact the level of customer satisfaction. This research aims to combine expectations and reality regarding the services provided by the company to customers using the Servqual method and analyze the factors that influence customer satisfaction with LSP XYZ which can then be used as a basis for formulating recommendations to increase the level of customer satisfaction of LSP XYZ. and Structural Equation Modeling (SEM) analysis tools.

The development of digital technology has brought new challenges in managing human resources in the modern era. The concept of HR management has become the main focus of organizations in facing change. The aim of the research is to analyze the concept of HR management in organizational life in the digital era. This research uses descriptive analysis methods to study related literature and explore an in-depth understanding of HR management concepts. The main findings of this research show that human resources have a significant influence on the lifecycle of business organizations in the digital age. In the digital era, the role of human resources is becoming increasingly important because of digital transformation which influences the way work and interactions within organizations. To build a great business organization in the digital era, companies need to take strategic steps that can optimize human resource potential and respond to rapid changes in the business environment. However, in optimizing the potential of human resources there are challenges that need to be faced. To overcome this, a sustainable approach to human resources (Sustainable HRM) emerged.

In this day and age, conflict is a topic that is still being discussed. Conflict cannot be completely avoided in an organization, but it can be managed by minimizing it. The study employed a qualitative approach using systematic literature review methods to analyze and synthesize existing research on organizational conflict and its implications for healthy and productive work environments. Data collection involved reviewing 30 articles from reputable national and international journals, focusing on conflict management, leadership styles, and the impact of external factors on organizational dynamics. Effective conflict management by organizational leaders is essential in fostering a cooperative environment for handling conflicts within teams. Constructive conflict management can lead to positive changes and learning experiences for all parties involved in organizational conflicts. Effective conflict resolution strategies can stimulate innovative problem-solving among employees and prevent a decline in motivation and creativity due to high levels of conflict.

This study examines the process of enhancing digital marketing transformation in order to establish a stronger brand awareness for hydroponic products. The objective of this study is to enhance the efficacy and productivity of digital media marketing through the examination of digital marketing strategies employed by hydroponic companies and the creation of novel approaches. The literature review encompasses the subjects of digital marketing, brand recognition, and hydroponics. The study methodology employed is qualitative, utilising data obtained from various sources such as articles, newspapers, journals, books, online articles, library data, and other relevant materials. The findings indicate that strategically enhancing digital marketing transformation, namely through popular social media platforms like Facebook, Instagram, TikTok, and YouTube, can effectively boost the visibility and recognition of hydroponic products. MSMEs and educational institutions have the ability to significantly broaden their promotional endeavours and enhance the visibility of hydroponic products. The study's findings suggest that optimising digital marketing transformation can be a very effective approach to enhance brand awareness for hydroponic products. This is particularly true when utilising major social media sites like Facebook, Instagram, TikTok, and YouTube. MSMEs and educational institutions could leverage this digital marketing change to broaden the promotional reach and enhance the visibility of the products.

The Modernization Era has made activities move to the digital realm. Shopee is the main marketplace in Indonesia, with the most site visits throughout 2022, around 200 million visitors. The data sources used are primary and secondary data. The data collection technique is a questionnaire. Data was collected via questionnaire, data analysis was carried out using Structural Equation Modeling (SEM) Partial Least Square (PLS). The research results show that product quality, price, and promotion have a significant effect on purchasing decisions. Product prices and promotions have a significant effect on customer satisfaction in the Surabaya City Shopee marketplace. Product quality, price, and product promotion do not affect customer satisfaction through purchasing decisions. Purchasing decisions do not affect customer satisfaction.

This study was conducted to examine the effect of celebrity endorsers and brand image on purchase intention through brand trust as the mediation. The research population is customers who have purchased Roadmaster products, while the sample is 97 consumers of Roadmaster products obtained using an online questionnaire aind selectied using nonprobaibilitiy saimpling tiechniques in tihe form of purposive saimpling. Daitiai were ainailyzed using tihe PLS-SEM metihod in tihe SmairtiPLS 4 prograim. TIhe resultis showed tihaiti celebritiy endorsers aind braind imaige haive ai positiive effecti on braind tirusti, braind imaige aind celebritiy endorser haive ai positiive effecti on purchaise intientiion, while celebritiy endorsers haive no effecti on purchaise intientiion tihrough braind tirusti, buti braind imaige aiffectis purchaise intientiion tihrough braind tirusti

There are indications of predatory pricing carried out by tiktok shop as an e-commerce. The action is practiced through flash sales, live streaming and discounts that continue to be carried out at any time. This study aims to analyse the indications of predatory pricing on tiktok shop and its impact on MSME players in Sidoardo Regency. The method used in this research is qualitative by conducting literature studies and interviews. The results showed that tiktok shop had a negative impact on MSMEs in Sidoarjo Regency.

The aim of this study was to examine the combined and individual effects of the Main Director's leadership, work motivation, and work discipline on employee performance at PT. Kusuma Citra Travelindo Surabaya. The study included the entire population of PT. Kusuma Citra Travelindo Surabaya, which consisted of 30 individuals including the Main Director and non-permanent employees. Due to the small population size, a census technique was employed as the sampling method. The findings revealed that leadership, work motivation, and work discipline had a positive influence on the performance of Travel Bureau employees. The correlation coefficient analysis indicated a significant and moderately strong relationship between the Main Director's leadership variables, work motivation, work discipline, and employee performance. Specifically, work discipline emerged as the variable with the most dominant effect on employee performance, as evidenced by its greater standardized beta coefficient value compared to the other variables. To summarize, this study highlights that the leadership of the Main Director, along with work motivation and work discipline, significantly contribute to employee performance in the Travel Bureau. Among these variables, work discipline appears to have the greatest impact on employee performance. The findings imply the importance of fostering work discipline in enhancing employee performance, offering valuable insights for the management and HR practices of PT. Kusuma Citra Travelindo Surabaya.

The purpose of this study is to test and analyze the influence of Service Quality, Reputation, and Perceived Price on Purchase Decisions and Customer Satisfaction among parents of Ciputra School Surabaya students, as well as to test and analyze the mediating role of Customer Satisfaction in the influence of Service Quality on Purchase Decision and the power of Reputation on Purchase Decision. Service Quality (X1), Reputation (X2), Perceived Price (X3), Customer Satisfaction (Z), and Purchase Decision (Y) are the variables analyzed in this study. Path analysis (Path Analysis) is a technique for analyzing data that begins with the processing of questionnaire data to analyze respondent characteristics and descriptive statistics on the variables Service Quality X1, Reputation (X2), Perceived Price (X3), Customer Satisfaction (Z), and Purchase Decision (Y)—tools for data analysis utilizing PLS with Smart PLS software. The results of testing the hypotheses indicate that Service Quality, Reputation, and Perceived Price have a positive and statistically significant effect on Purchase Decisions. Service Quality and Reputation have a positive and statistically significant influence on Customer Satisfaction, whereas Perceived Price has no effect. Customer Satisfaction could mediate the impact of Service Quality on Purchase Decisions but could not judge the results of Reputation and Perceived Price on Purchase Decisions. The findings of this study indicate that Service Quality has a significant impact on Purchase Decisions made by parents of Ciputra School Surabaya, necessitating the implementation of a number of strategies by management to ensure the future viability and growth of Ciputra School.