05. Undergraduate Theses

IMPLEMENTATION OF PUBLIC RELATIONS STRATEGY IN RAISING AWARENESS ABOUT THE TURUNTANGAN JAKARTA PROJECT IN KAMPUNG PASIR CAU KULON, CIANJUR REGENCY

2026-04-01T01:10:32Z

IMPLEMENTATION OF PUBLIC RELATIONS STRATEGY IN RAISING AWARENESS ABOUT THE TURUNTANGAN JAKARTA PROJECT IN KAMPUNG PASIR CAU KULON, CIANJUR REGENCY Ayyasy, Almuhandis The final project is entitled "IMPLEMENTATION OF PUBLIC RELATIONS STRATEGY IN RAISING AWARENESS ABOUT THE TURUNTANGAN JAKARTA PROJECT IN KAMPUNG PASIR CAU KULON, CIANJUR REGENCY''. The goal of this final project is to implement a public relations strategy with 6 projects, namely creating content on 2 social media, extensive collaboration networks, fundraising, media partnerships, key opinion leader collaboration and news media releases to increase public awareness and succeed in sustainable project activities in the form of water irrigation clean-up and the construction of an emergency school system initiated by the Turun Tangan Jakarta Volunteer Movement in Pasir Cau Kulon, Cianjur Regency. TurunTangan Jakarta Volunteer Movement is experiencing problems in implementing public relations for a sustainable project that will be held in earthquake-affected areas and is above the active Cugenang fault due to the limited number of volunteers, the lack of capability of public relations volunteers and the ability to implement various public relations strategies which have a vital role in success sustainable project. Therefore, TurunTangan Jakarta is collaborating with AKSARA to implement a public relations strategy consisting of the 6 projects above to build awareness, trust and a strong network of all elements that will help solve problems in Pasir Cau Kulon, Cugenang Regency. This village is an isolated area located above the active Cugenang fault which has problems with a clean water crisis and children's delays in learning, however, due to the chaos in handling the earthquake by the government, Pasir Cau Kulon did not get assistance according to the conditions of the people there. Based on these 2 problems, TurunTangan Jakarta plans to solve these problems by collaborating with AKSARA as an organization that has the capability to implement public relations on projects that will be held by the volunteer movement.

IMPLEMENTATION OF RAG SYSTEM FOR ENHANCING THE EFFICIENCY OF HUMAN CAPITAL DIVISION IN ANSWERING EMPLOYEE QUESTIONS AT XL AXIATA

2026-03-30T08:02:48Z

IMPLEMENTATION OF RAG SYSTEM FOR ENHANCING THE EFFICIENCY OF HUMAN CAPITAL DIVISION IN ANSWERING EMPLOYEE QUESTIONS AT XL AXIATA P, Natalia Desy Anggreani Human Capital (HC) departments are often burdened with repetitive questions from employees regarding policies, benefits, procedures, and other administrative matters, so these routine tasks can divert valuable time and resources from strategic HC functions. This study aims to develop and implement an intelligent system that is capable of delivering accurate, relevant and context-aware responses through domain-specific chatbot using Retrieval-Augmented Generation (RAG) architecture, specifically designed to assist employees in the company policies domain. The system integrates a large language model developed by OpenAI with a curated internal knowledge base consisting of company policies and Human Capital-related documents. The RAG framework was selected for its ability to combine information retrieval with generative capabilities, enabling dynamic responses based on factual content. The findings show that the proposed chatbot significantly increased the accuracy and relevance of responses compared to traditional FAQ systems and general purpose chatbots. The domain-specific RAG chatbot demonstrates strong potential to enhance the operational efficiency of HC divisions. By leveraging OpenAI’s advanced language model, the system represents a significant step forward in intelligent employee support and paving the way for more intelligent and responsive Human Capital services.

AN ANALYSIS OF THE RELATIONSHIP BETWEEN ORGANIZATIONAL COMMITMENT TO EMPLOYEE PRODUCTIVITY: A CASE STUDY AT BEACH RESORT XYZ

2026-03-10T04:48:07Z

AN ANALYSIS OF THE RELATIONSHIP BETWEEN ORGANIZATIONAL COMMITMENT TO EMPLOYEE PRODUCTIVITY: A CASE STUDY AT BEACH RESORT XYZ Wisesa, Bunga Ayu Roro The hospitality industry is a highly competitive industry, so it is necessary to ensure that employee productivity is at an optimal level in order to maintain service quality. At Beach Resort XYZ, there are several problems that affect employee productivity, therefore it is necessary to understand organizational commitment to employee productivity. This research aims to analyze the relationship between organizational commitment, which consists of affective, normative, and continuance commitment, on employee productivity at Beach Resort XYZ. This study uses a qualitative method because it focuses on a deep understanding of the subjective experiences of employees and also because there have not been many previous studies that use qualitative methods for research on related topics and also those that directly discuss Beach Resort XYZ. In this study, data was obtained through semi-structured interviews with selected employees as respondents. The respondents in this study were non-managerial operational staff who were selected using purposive sampling techniques. Moreover, the data obtained through the interviews were analyzed using thematic analysis with NVivo software. To enhance validity of findings, triangulation method used by comparing and then conducted member checking. The findings reveal that strong organizational commitment can enhance employee productivity, while lack of organizational commitment often results decreased productivity.

THE EFFECTS OF SOURCE CREDIBILITY AND INFORMATION QUALITY IN EWOM ON GEN Z’S PURCHASE INTENTION FOR BEAUTY PRODUCTS ON TIKTOK SHOP: THE CONDITIONAL MEDIATING ROLE OF UGC

2026-03-10T04:45:32Z

THE EFFECTS OF SOURCE CREDIBILITY AND INFORMATION QUALITY IN EWOM ON GEN Z’S PURCHASE INTENTION FOR BEAUTY PRODUCTS ON TIKTOK SHOP: THE CONDITIONAL MEDIATING ROLE OF UGC Tjandi, Vanessa Febriartha Indonesia’s rapid digitalization and the dominance of Gen Z in social commerce, particularly on TikTok Shop’s beauty segment, highlighting the main role of Electronic Word of Mouth (E-WOM) in shaping Purchase Intention. However, persistent trust gaps in e-commerce underscore the need to know how source credibility and information quality influence Gen Z’s decision-making, with user- generated content (UGC) potentially mediating these effects. This study employed a quantitative survey with N = 257 Gen Z consumers in Indonesia and analyzed the data using SmartPLS. The results indicate that source credibility (β = 0.384, p<.001,95% BCa CI [0.281, 0.494]) and information quality (β = 0.299, p<.001,95% BCa CI [0.207, 0.393]) significantly influence purchase intention (R2 = 0.517). Both source credibility (β = 0.460, p<.001) and information quality (β = 0.175, p = .010) also increase UGC, which in turn predicts purchase intention (β = 0.175, p<.001). A comparative analysis further confirmed that source credibility is a significantly stronger driver of purchase intention than information quality (Δ = 0.124, p=.004). UGC partially mediates the effect of source credibility on purchase intention, but mediation of information quality via UGC is not supported. The model demonstrates moderate predictive relevance for UGC (Q2 predict =0.311) and substantial predictive relevance for PI (Q2 predict = 0.483), confirming its out-of-sample predictive power. These findings contribute to a deeper understanding of E-WOM dynamics in social commerce and provide practical insights for beauty brands in optimizing TikTok-based marketing strategies.