Pengaruh reputasi dan identifikasi organisasi terhadap intensi Word-of-Mouth pada organisasi sektor publik

Abstract

Organizational reputation is the attraction that results from communicating organizational identity to stakeholders. This attraction can encourage someone to recommend the organization’s products or services or build bonds with the organization. The test of the reputational impact of the organization will be tested in the context of a public sector organization competing with the private sector. The problem raised is the condition of public sector organizations that are faced with the problem of bad stereotypes that reduce the attractiveness of the organization. The purpose of this study was to examine the relationship between organizational reputation and WOM intentions by identifying the organization as a mediator variable. This study uses a positivistic paradigm with a quantitative approach. The sample was obtained through the census technique of the Puspiptek Technology Business Incubation Center (TBIC) employees and customers. The method used to analyze the data is PLS-SEM with a total sample of 86 respondents to be tested. The results of the study indicate that organizational identification has a partial mediating effect on the influence between organizational reputation and WOM intentions. This shows that a person’s encouragement to do WOM is not only based on a positive organizational reputation but there is a contribution from the bond between himself and himself. This research implies that public sector organizations must be able to show their identity to stakeholders so that a sense of attachment arises between them.