A Cross-functional Approach: Exploring the Role of HR and Marketing Alignment in Fostering Consumer Engagement and Improving Business Performance

Abstract

This study involved consumer and managers in food & beverages industry in Jogjakarta, Indonesia. From the survey conducted, the researchers obtained the research data from 200 questionnaires distributed. Then from all the data, there were 200 questionnaires that could be processed for further analysis. This study utilized the Structural Equation Model (SEM) analysis technique with PLS 23 software in the data testing process. Research Findings: The results showed that employer branding, strategic alignment, and consumer engagement are important factors that can influence business performance in food and beverages industry in Jogjakarta. Theoretical Contribution/Originality: This study offers a cross-functional perspective by integrating the roles of HR and Marketing alignment in fostering consumer engagement and improving business performance. The originality of this research lies in its focus on the mediation role of consumer engagement in the relationship between strategic alignment, employer branding, and business performance, contributing to a deeper understanding of how internal organizational strategies can impact external consumer behavior and company success. Keywords: Employer Branding, Strategic Alignment, Consumer Engagement, Business Performance, HR-Marketing Integration