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"Laporan magang ini berisi tentang deskripsi perusahaan, proses pembelajaran individu selama masa magang, serta persepsi karyawan mengenai internal branding suatu departemen pada suatu perusahaan perbankan dalam rangka pengembangan brand ambassador oleh karyawan kepada pihak luar perusahaan. Untuk mengembangkan brand ambassador, terdapat empat faktor yang mempengaruhi, yaitu employee perceived brand knowledge, employee perceived brand importance, employee perceived brand role relevance, dan employee brand commitment. Pengolahan data dalam penelitian ini menggunakan analisis regresi dalam program SPSS 20. Hasil penelitian ini menunjukkan bahwa brand importance dan brand role relevance mempengaruhi penciptaan brand ambassador perusahaan, serta brand commitment memediasi hubungan antara brand importance dan brand role relevance kepada brand endorsement.

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This report explore about a company description, lesson learned during internship period, and also about employees perception regarding internal branding of certain department in a banking company for the sake of developing brand ambassador by the employee to outside party. There are four factors that influence the development of brand ambassador, which are employee perceived brand knowledge, employee perceived brand importance, employee perceived brand role relevance and employee brand commitment.

The data processing in this research are using the regression analysis using the software SPSS 20. The result of this research shows that brand importance and brand role relevance affect brand endorsement of the firm; meanwhile brand commitment mediates the relationship between brand importance and brand role relevance with brand endorsement."

"[Penelitian ini berisi tentang pengaruh dari employee brand trust dan employee brand commitment terhadap brand citizenship behavior. Hipotesis yang diuji menggunakan data yang diambil dari 151 orang pramugari dan pramugara pada sebuah perusahaan BUMN yang bergerak di bidang penerbangan melalui survei online dan survei secara langsung. Dengan menggunakan structural equation modeling, hasil yang didapat adalah berpengaruhnya secara positif employee brand trust terhadap employee brand commitment begitu pula terhadap brand citizenship behavior. Pengaruh mediasi employee brand commitment terhadap employee brand trust dan brand citizenship behavior juga terbukti dalam penelitian ini.

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This study contains the influence of employee brand trust and employee commitment to the brand brand citizenship behavior. The hypothesis was tested using data taken from the 151 flight attendants at a state-owned company engaged in the field of aviation through online surveys and direct survey. By using structural equation modeling, the results obtained are positively influential brand trust employee on employee commitment, so did the brand to brand citizenship behavior. Mediating influence on employee commitment, employee brand brand trust and brand citizenship behavior is also evident in this study., This study contains the influence of employee brand trust and employee commitment to the brand brand citizenship behavior. The hypothesis was tested using data taken from the 151 flight attendants at a state-owned company engaged in the field of aviation through online surveys and direct survey. By using structural equation modeling, the results obtained are positively influential brand trust employee on employee commitment, so did the brand to brand citizenship behavior. Mediating influence on employee commitment, employee brand brand trust and brand citizenship behavior is also evident in this study.]"