THE EFFECT OF HAPPINESS AT WORK TOWARDS INTERNAL BRANDING MECHANISM: A CASE STUDY ON KITA BERKISAH

• Main Author: Fitrianti Rahayu, Aulia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/56900
• Institution: Institut Teknologi Bandung

Kita Berkisah is mental health care organization managed by 52 universities student from Indonesia, England, and United States. The organization provides e-counselling session, peer support group, and online talks about mental health. Since it has been established for a year, in order to keep growing, they feels the need to continuously provide the best service for individuals who need a safe space for healing both customers and the people inside. To help customers find positive vibes, they also need to ensure the employee initiate brand aligned behaviour through internal branding. This study objectively find the influence of the employee’s positive feelings from the constructs of happiness at work (HAW) towards brand understanding and brand commitment in the mechanism of internal branding. A quantitative survey was conducted among 52 employees. The result will be used to give recommendation to the management on how to ensure positive environment inside and provide the best service through internal branding. The result indicate happiness at work has a positive and significant influence to both brand understanding and brand commitment. It further shows that work engagement as one of the construct of HAW has the most significant influence towards brand understanding and brand commitment. This study implies that management of Kita Berkisah could firstly focus on building work engagement to develop employee’s brand aligned behaviour. HAW is expected to be explored to improve internal branding mechanism (IBM) for academic and management implications.