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All Journal Dinasti International Journal of Digital Business Management
Nurwulan Kusumadevi
Management and Business Study Program, Mitra Bangsa University, Jakarta
Decision Sciences, Operations Research & Management

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Motivation of Millennial Marketers in Achieving BRI Bank Micro Performance Andi Isra Mallambusi Kosasih; Zulkifli Rangkuti; Nurwulan Kusumadevi
Dinasti International Journal of Digital Business Management Vol. 7 No. 2 (2026): Dinasti International Journal of Digital Business Management (February - March
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijdbm.v7i2.6471

Abstract

The purpose of this study was to answer the established problem formulation, namely the work motivation of millennial generation marketers (Mantri) at PT Bank Rakyat Indonesia (Persero) Tbk in an effort to achieve optimal micro performance. The main focus of this study is to understand how motivating factors (intrinsic) and hygiene factors (extrinsic), based on Herzberg's Two Factor Theory, influence their work enthusiasm and productivity. The results of the study indicate that intrinsic motivating factors, such as responsibility, job autonomy, and meaningful work, are the main triggers for high-performing marketers to exceed company standards. Meanwhile, hygiene factors such as clarity of procedures, quality of supervision, and workload balance are crucial in preventing demotivation and maintaining psychological stability. This study concludes that Human Capital management at BRI needs to personalize the motivational approach and transform the role of superiors into mentors or coaches in order to align the character of millennials with organizational goals. The research method used is qualitative with a descriptive approach. Data were collected through in-depth interviews with 15 informants, consisting of micro-marketers (Mantri) from various performance categories (High, Average, and Low Performers), Unit Heads, and Micro-Business Managers. Informants were selected using purposive sampling to gain a deeper understanding of the phenomenon of Human Capital management at BRI
The Influence of Work Ethic and Work Discipline on the Work Effectiveness of ASN Employees of the Ministry of Defense as Military Reserves at the Headquarters of the Special Forces Command Bryan Steven; Zulkifli Rangkuti; Nurwulan Kusumadevi
Dinasti International Journal of Digital Business Management Vol. 7 No. 2 (2026): Dinasti International Journal of Digital Business Management (February - March
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijdbm.v7i2.6481

Abstract

This study aims to analyze and understand in depth the influence of work ethic on employee performance, the influence of work discipline on work effectiveness, and the simultaneous influence of work ethic and work discipline on work effectiveness among ASN employees of the Ministry of Defense assigned as Military Reserves at the Special Forces Command Headquarters. The focus of this research is important considering the demands of professionalism and task accuracy in the defense environment that requires a high level of ethic and discipline. The type of research used is quantitative research, namely research that relies on data in the form of numbers as the basis for statistical analysis. However, this study also utilizes qualitative data as support, in the form of statements, words, or sentences obtained from questionnaires, consultation results, and interviews with related informants. The population in this study amounted to 130 ASN employees, and based on the sampling technique, the researcher used 98 respondents as a sample considered representative to describe field conditions. For hypothesis testing, this study uses the Structural Equation Modeling–Partial Least Square (SEM-PLS) application tool Version 4.0, which is capable of testing relationships between variables comprehensively. The test results show that work ethic (X1) and work discipline (X2) have a positive and significant influence on work effectiveness (Y) partially. In addition, the results of the determination coefficient test (R-Square) of 0.434 or 43.4% indicate that work effectiveness can be explained by these two variables, while the remaining 56.6% is influenced by other factors not included in the scope of the study
Co-Authors Andi Isra Mallambusi Kosasih Bryan Steven Zulkifli Rangkuti