Analisis Efisiensi Aktivitas Marketing Berdasarkan Assessment Ocean Terhadap Kinerja Pegawai (Studi Kasus Sales Toyota Kota Surabaya)

Cittopacama, Bima Wira Kumara (2023) Analisis Efisiensi Aktivitas Marketing Berdasarkan Assessment Ocean Terhadap Kinerja Pegawai (Studi Kasus Sales Toyota Kota Surabaya). Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini akan menguji hubungan antara sifat-sifat kepribadian pegawai berdasarkan assessment OCEAN yang mempengaruhi Kinerja Pegawai selama menjalankan aktivitas marketing. Pendekatan yang digunakan dalam penelitian ini adalah survei dengan skala Likert. Populasi dan sampel diambil menggunakan probability sampling. Berdasarkan judul penelitian, “Pengaruh Efisiensi Marketing terhadap Kinerja Pegawai”. Pada kasus ini Variabilitas variabel Y ditentukan atau dipengaruhi oleh X (eksogen) sehingga Y berposisi sebagai variabel endogen. Efisiensi Aktivitas marketing (X1) dan assessment OCEAN (X2) menjadi varibel (bebas) yang memberikan pengaruhnya terhadap variabel (terikat) Kinerja Pegawai (Y). Penelitian ini dianalisa menggunakan SEM-PLS. Metode penelitian ini meliputi Measurement (outter) Model, Structured (inner) Model, dan Partial Least Square (PLS). Penelitian tersebut bertujuan untuk menguji hubungan antara sifat-sifat kepribadian yang akan menghasilkan prestasi kerja pegawai yang efektif dalam hal ini adalah Kinerja Pegawai. Temuan dari penelitian ini adalah Efisiensi Aktivitas Marketing memiliki pengaruh terhadap Assessment OCEAN, yaitu Openness, Conscientiousness, Extraversion, dan Neuroticism, kecuali terhadap Agreeableness. Efisiensi Aktivitas Marketing memiliki pengaruh terhadap Kinerja Pegawai. Assessment OCEAN tidak memiliki pengaruh langsung terhadap Kinerja Pegawai.
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This research will examine the relationship between employee personality traits based on the OCEAN assessment that influence job performance during marketing activities. The approach used in this study is a survey with Likert scale. The population and sample were obtained using probability sampling. Based on the research title, "The Influence of Marketing Efficiency on Job Performance." In this case, the variability of variable Y is determined or influenced by X (exogenous), making Y positioned as the endogenous variable. Marketing Activity Efficiency (X1) and OCEAN assessment (X2) are independent variables that exert their influence on the dependent variable, job performance (Y). This research is analyzed using SEM-PLS. The research method includes the Measurement (outer) Model, Structured (inner) Model, and Partial Least Square (PLS). The study aims to test the relationship between personality traits that result in effective employee job performance, in this case, job performance. The findings from this research indicate that Marketing Activity Efficiency has an influence on the OCEAN assessment, specifically Openness, Conscientiousness, Extraversion, and Neuroticism, except for Agreeableness. Marketing Activity Efficiency has an influence on Job Performance. The OCEAN assessment does not have a direct influence on Job Performance.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Efisiensi Marketing, OCEAN, dan Kinerja Pegawai, Employee Performance, Marketing Efficiency-Activity
Subjects:	H Social Sciences > HF Commerce > HF5549 Job analysis. Personnel management. Employment management
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Bima Wira Kumara Cittopacama
Date Deposited:	17 Nov 2023 07:35
Last Modified:	17 Nov 2023 07:35
URI:	http://repository.its.ac.id/id/eprint/102593

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