pengaruh personal branding dan emotional labor terhadap employee engagement (studi pada: beauty advisor toko kosmetik di kota palembang)

damayanti, sinta (2026) pengaruh personal branding dan emotional labor terhadap employee engagement (studi pada: beauty advisor toko kosmetik di kota palembang). Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to empirically examine the influence of personal branding and emotional labour on employee engagement among beauty advisors at cosmetic stores in Palembang. The research is motivated by the phenomenon of low work engagement among frontline retail workers due to high performance targets and emotional demands in customer service. This study utilizes Job Demands-Resources Theory (JD-R Theory) to explain the dynamics of work engagement. A quantitative descriptive method was employed using a survey method. Data analysis was conducted through multiple linear regression analysis. The findings indicate that personal branding has a positive and significant effect on employee engagement. Similarly, emotional labour is proven to have a positive and significant impact on enhancing the work engagement of beauty advisors. The implications of this study suggest that cosmetic store management should prioritize the development of professional identities and provide support for emotional regulation in the workplace. By strengthening professional self-image and emotional management skills, connection to work roles can be enhanced, ultimately leading to increased productivity and loyalty toward the organization

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