Published: 2025-04-10

Pengaruh Kompetensi dan Motivasi Kerja terhadap Produktivitas Kerja

DOI: 10.35870/emt.v9i2.3713

M. Fachmi, Nirma Rosalia, Gilbert Nainggolan, Ade Suhara, Drajat Hartono
  • M. Fachmi: Universitas Kartamulia Purwakarta , Affiliation name not available , Indonesia
  • Nirma Rosalia: Akademi Manajemen Informatika & Komputer Universal Medan , Affiliation name not available , Indonesia
  • Gilbert Nainggolan: Pendidikan dan Humaniora, Universitas Dhyana Pura , Affiliation name not available , Indonesia
  • Ade Suhara: Universitas Buana Perjuangan Karawang , Indonesia . image/svg+xml
  • Drajat Hartono: Akademi Sekretari dan Manajemen Insulindo , Affiliation name not available , Indonesia
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Abstract

The purpose of this study was to analyze the factors that influence the decision to purchase VIVA products. Samples were taken using purposive sampling technique. Analysis tools with multiple linear regression, hypothesis testing (t, F and coefficient of determination) and model accuracy testing. The results showed that there was a positive and significant influence both partially and simultaneously between e-WOM, Beauty Vlogger, Celebrity Endorser on the Decision to Purchase VIVA Products. The determination coefficient value of 0.716 means that e-WOM, Beauty Vlogger, Celebrity Endorser can influence the purchase decision of VIVA products by 71.6% and the remaining 28.4% is influenced by other variables.

Keywords

Purchase ; VIVA Product ; E-WOM ; Vlogger ; Endorser

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How to Cite

M. Fachmi, Rosalia, N., Nainggolan, G., Suhara, A., & Hartono, D. (2025). Pengaruh Kompetensi dan Motivasi Kerja terhadap Produktivitas Kerja. Jurnal EMT KITA, 9(2), 426-432. https://doi.org/10.35870/emt.v9i2.3713
Article Information

This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 9 No. 2 (2025)

  • Section: Articles

  • Published: %750 %e, %2025

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Author Biographies
M. Fachmi
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi, Universitas Kartamulia Purwakarta, Kabupaten Purwakarta, Provinsi Jawa Barat, Indonesia.

Nirma Rosalia
Google Scholar ResearchGate ORCID

Program Studi Akuntansi Perpajakan, Akademi Manajemen Informatika & Komputer Universal Medan, Kota Medan, Provinsi Sumatera Utara, Indonesia.

Gilbert Nainggolan
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Bisnis, Pariwisata, Pendidikan dan Humaniora, Universitas Dhyana Pura, Kabupaten Badung, Provinsi Bali, Indonesia.

Ade Suhara
Google Scholar ResearchGate ORCID

Program Studi Teknik Industri, Universitas Buana Perjuangan Karawang, Kabupaten Karawang, Provinsi Jawa Barat, Indonesia.

Drajat Hartono
Google Scholar ResearchGate ORCID

Program Studi Manajemen Perusahaan, Akademi Sekretari dan Manajemen Insulindo, Kabupaten Bekasi, Provinsi Jawa Barat, Indonesia.

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