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, Elfitra Desy Surya

Universitas Pembangunan Panca Budi

Author-ID : 2621843

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ANALYSIS OF WORKING HOURS AND WORKLOAD ON WORK PRODUCTIVITY WITH JOB SATISFACTION AS A MODERATING VARIABLE AT PT PLN BINJAI CITY CUSTOMER SERVICE UNIT Heryanto Siburian; Mesra B; Elfitra Desy Surya
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 2 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i2.3804

This study aims to analyze the effect of working hours and workload on work productivity with job satisfaction as a moderating variable at PT PLN Binjai Kota Customer Service Unit. The research method used is a quantitative approach with Partial Least Square (PLS) analysis technique. The study population was all employees of ULP Binjai Kota, with a sample of 83 respondents. The results showed that working hours had a positive and significant effect on work productivity, while workload had a negative and significant effect on work productivity. In addition, job satisfaction was proven to have a positive and significant effect on work productivity and moderated the relationship between working hours and workload with work productivity. The R Square value of 0.836 indicates that the variables of working hours, workload, and job satisfaction are able to explain the variable of work productivity by 83.6%. These findings are expected to be managerial considerations in managing working hours and workload to improve employee satisfaction and productivity within PT PLN ULP Binjai Kota.

ANALYSIS OF JOB PROMOTION AND WORK ENVIRONMENT ON PERFORMANCE TEACHERS THROUGH MOTIVATION AT SMA NEGERI 1 BANDAR BENER MERIAH REGENCY Rukaiyah; Kiki Farida Ferine; Elfitra Desy Surya
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 2 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i2.3824

This study aims to analyze the influence of job promotion and work environment on teacher performance with motivation as an intervening variable at SMA Negeri 1 Bandar, Bener Meriah Regency. A quantitative approach was used with a survey method through the distribution of questionnaires to teachers as respondents. The job promotion variable was measured based on experience, work performance, and career opportunities, while the work environment included aspects of cleanliness, tidiness, and comfort. Motivation was analyzed as a psychological factor that encourages teachers to work optimally. Data were analyzed using path analysis techniques to examine the direct and indirect effects between variables. The results showed that job promotion and work environment had a positive and significant effect on teacher performance, both directly and through motivation. These findings imply that schools need to develop fair promotion policies and create a conducive work environment to improve teacher motivation and performance.

RENEWABLE ENERGY EDUCATION-BASED HUMAN RESOURCE DEVELOPMENT MODEL FOR THE CONSERVATION OF THE PULAU KETAM FOREST RESERVE THROUGH COLLABORATIVE CSR OF UNPAB–PTSS MALAYSIA Sri Rahayu; Elfitra Desy Surya; Rosasmanizan Binti Ahmad; Faisal
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 3 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i3.3954

This study develops a human resource development (HRD) model based on renewable energy education to strengthen the conservation of the Pulau Ketam Forest Reserve through a collaborative Corporate Social Responsibility (CSR) initiative between Universitas Pembangunan Panca Budi (UNPAB), Indonesia, and Politeknik Tuanku Syed Sirajuddin (PTSS), Malaysia. Using a qualitative approach with Participatory Action Research (PAR), the study examines how renewable energy education contributes to community empowerment, forest preservation, and sustainable livelihoods. Data were collected through interviews, surveys, and focus group discussions involving local communities, NGOs, and academic stakeholders. The findings reveal that renewable energy education significantly enhances technical skills, environmental awareness, and social resilience while creating opportunities for sustainable economic activities. The proposed HRD model emphasizes capacity building, cross-border CSR collaboration, and community participation in conservation. This research contributes to the literature on sustainable HRM, CSR practices in ASEAN, and the role of renewable energy education in ecological preservation.

HUMAN RESOURCE-BASED ENTREPRENEURSHIP IN ERA OF INDUSTRIAL REVOLUTION 4.0 : A STUDY ON DIGITAL STARTUPS IN MEDAN Muhammmad Isa Indrawan; Hasrul Azwar Hasibuan; Elfitra Desy Surya; Rahul Ardian Fikri
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 3 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i3.4059

The development of the Industrial Revolution 4.0 has brought significant changes in the business world, especially in the digital startup sector. In this context, human resources (HR) are the key elements that determine the success of entrepreneurship. This study aims to analyze the role of human resources in encouraging the success of entrepreneurship in digital startups in Medan City. The approach used is quantitative descriptive with data collection through questionnaires distributed to digital startup actors. Data analysis was carried out using linear regression techniques to test the influence of human resource competencies on business success. The results show that human resource competencies that include innovation skills, mastery of digital technology, adaptive flexibility, and team collaboration have a significant influence on the success of startups. These findings confirm that in the era of the Industrial Revolution 4.0, strengthening the quality and capacity of human resources is a crucial strategy for the growth and sustainability of digital startups. This research provides practical contributions for business actors and local governments in building a digital entrepreneurship ecosystem based on the development of superior human resources.

Tourism Village Marketing Branding Towards Sustainable Tourism Based on Local Wisdom Surya, Elfitra Desy; Mesra, Mesra; Kadir, Zahidah Abd
Jurnal Manajemen Bisnis Vol. 15 No. 2: September 2024
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v15i2.23503

Research aims: This study aims to test and analyze the influence of tourism village branding marketing towards sustainable tourism based on local wisdom.Design/Methodology/Approach: This study employs a quantitative methodology with an associative approach. The study population comprises travelers who visit the Hutatinggi tourist village in the Lake Toba superpriority area which totals 980 tourists. The sample in this study amounted to 140 tourists obtained from 7 x the number of indicators, where the number of Indians was 20x7 = 140 tourists.Research findings: The study's findings indicate, it was found that the variables brand experience, perceived value, brand loyalty, and brand love exert a beneficial and substantial impact on the promotion and maintenance of sustainable tourism. The variables of brand experience, perceived value, brand loyalty, and brand love have a positive and significant influence on sustainable tourism through satisfaction.Theoretical Contribution/Originality: The variables of brand experience, perceived value, brand loyalty, and brand love have a positive and significant influence on sustainable tourism through satisfaction.Practitioners/Policy Implications: The limitations of this research are only for tourist villages in the Lake Toba area, and in the future, it can be developed to tourist villages throughout Indonesia. Research Limitations/Implications: The contribution of local wisdom to be able to increase sustainable tourism for marketing and branding of tourist villages in Hutatinggi, Toba Samosir.

THE EFFECT OF SERVICE QUALITY AND INNOVATION ON TAXPAYER SATISFACTION AND LOYALTY AT THE LUBUK PAKAM PRIMARY TAX SERVICE OFFICE Rahmat; Slamet Widodo; Elfitra Desy Surya
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18640479

Tax revenue is the main source of state revenue, which plays an important role in financing national development. One of the determining factors for optimizing tax revenue is the level of taxpayer compliance and loyalty. This study aims to analyze the effect of service quality and taxation innovation on taxpayer satisfaction and loyalty at the Lubuk Pakam Tax Office. The research method used is a quantitative approach with a sampling technique using the Slovin formula, resulting in 93 respondents from a total population of 1,265 taxpayers. Data processing was performed using Partial Least Square (PLS) with SmartPLS software. The results showed that service quality had a positive and significant effect on taxpayer satisfaction and loyalty, while innovation had a positive and significant effect on satisfaction but did not have a significant direct effect on loyalty. Taxpayer satisfaction was found to have a positive and significant effect on loyalty and to act as an intervening variable in the relationship between service quality and innovation on taxpayer loyalty. The R² values of 0.684 for satisfaction and 0.886 for loyalty indicate that the model has strong explanatory power. These findings indicate that improving service quality and developing digital tax service innovations can strengthen taxpayer satisfaction, which ultimately encourages loyalty and voluntary tax compliance. This study recommends improving the competence of tax officials, expanding digital innovations, and conducting periodic evaluations of service standards to strengthen taxpayer trust and loyalty.

SOCIAL MEDIA ANALYSIS AND SERVICE INNOVATION ON SATISFACTION WITH TRUST AS AN INTERVENING VARIABLE AT THE POPULATION SERVICE AND CIVIL REGISTRATION OFFICE OF MEDAN CITY Lusianna Banurea; Mesra B; Elfitra Desy Surya
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18501653

Digital transformation encourages public service agencies to optimize social media and service innovation to improve satisfaction by strengthening trust. This study analyzes the influence of social media and service innovation on public satisfaction with trust as an intervening variable at the Population and Civil Registration Office of Medan City. The method used is quantitative with a sample of 98 respondents (service users in the last 12 months). Primary data were collected through questionnaires and analyzed using PLS-SEM (SmartPLS). The instruments met the requirements for convergent validity (outer loadings ≥ 0.60; AVE ≥ 0.552) and reliability (Cronbach's Alpha ≥ 0.723; CR ≥ 0.829). The results show that social media has a positive and significant effect on satisfaction (β=0.254; p=0.005) and trust (β=0.155; p=0.049). Service innovation has a positive but insignificant effect on satisfaction (β=0.120; p=0.175), but a positive and significant effect on trust (β=0.490; p=0.000). Trust has a positive and significant effect on satisfaction (β=0.324; p=0.000). The mediation test shows that social media → trust → satisfaction is not significant (p=0.113), while service innovation → trust → satisfaction is significant (p=0.005). The explanatory power of the model is strong (R² trust=0.705; R² satisfaction=0.889). Practical implications: strengthening social media content and responses needs to be accompanied by innovations that increase trust—such as process transparency, real-time status tracking, and SLA standards—in order to have a direct impact on satisfaction.

Capacity Building of Entrepreneurial Human Resources Based on Green Skills to Support Sustainable Development in the MSME Sector Indrawan, Muhammad Isa; Fatmawati, Irma; Surya, Elfitra Desy
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4183

This study aims to analyze the influence of competencies, education and training, work experience, and individual performance on sustainable development with green skills as a mediating variable. A quantitative approach is used with the SEM-PLS method to process data from relevant respondents. The results of the analysis show that all independent variables have a significant effect on green skills and sustainable development directly. In addition, green skills have been shown to mediate the relationship between these variables to sustainable development. These findings are in line with the theory of human capital and the resource-based view, which emphasizes the importance of human resource development in achieving sustainable long-term goals. This research reinforces previous studies that highlight the role of training, competence, and work experience in improving green skills and supporting sustainable development. This study has limitations in the scope of the area and type of industry surveyed, and has not taken into account external environmental factors such as government policies. Further research is suggested to expand the sample and add external variables as controls. Organization should invest in employee competencies, education, and training to enhance green skills, which in turn support sustainable development.

Consumer Buying Interest In Terms Of Advertising On Social Media, Product Uniqueness, And Location (A Comparative Study Of Consumers Of Sosmed Cafe And Tree House Cafe Medan) Muhammad Valery Maulidzar Siregar; Yossie Rosanty; Elfitra Desy Surya
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 6 No. 1 (2025): Januari
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v6i1.2138

The cafe business is currently growing rapidly in society, where cafes have now transformed into a part of the habits or lifestyle of groups of individuals. In the business community, for example, cafes have become business meeting locations, where they utilize cafes as places to discuss various aspects of their business in a setting that is not too formal. The visitors come from diverse backgrounds, including entrepreneurs, government and private employees, students, and even certain communities. This study aims to analyze the influence of social media advertising, product uniqueness, and location on consumer purchase interest at Sosmed Cafe and Cafe Rumah Pohon in Medan. Data was collected through surveys using questionnaires distributed to consumers of both cafes. Data analysis was conducted using multiple linear regression. The results of the study indicate that social media advertising, product uniqueness, and location have a significant influence on consumer purchase interest. These findings provide insights for cafe owners in designing effective marketing strategies.

The Influence of Product Quality and Price on Consumer Purchasing Decisions at Amalia Bakery Putri Ramadhani; Sanny, Annisa; Surya, Elfitra Desy
Journal of Management, Economic, and Accounting Vol. 5 No. 2 (2026): April
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i2.1477

This study aims to analyze product quality and price on consumer purchasing decisions at Amalia Bakery. The data used are primary data by collecting questionnaire data and analyzing it with the SPSS version 27 application. The research population was obtained by taking consumers who purchased the product and the sample was determined using the Slovin technique of 95 people. This study used multiple linear regression analysis. The results of the study partially show that product quality has a positive and significant effect on purchasing decisions, while price has a negative and significant effect on purchasing decisions. Furthermore, the results of the study simultaneously show that product quality and price have a positive and significant effect on purchasing decisions.

Co-Authors , Harianto , Muhammad Isa Indrawan , Rahul Ardian Fikri Abdiyanto Abdiyanto Abdul Samad Arief Andriani, Anggi Anggi Pratiwi Sitorus Arif Budiman Arifah Hidayati Asman, Muhammad Syahrin Azizah Novita B, Mesra B., Mesra Bambang Aditya Irsandi Bambang Suwarno Barus, Apriwati Budi Rusdianto Budi, Surya Bunga Aditi Chairina, Fatma Dedy Suranta Sinukaban Desy Astuti Dewi Nurmasari Pane Dharmazie Dwi Ilham Eka Gunawan Putra Elisabeth Kristina Junita Sianipar Emmy Robiyah Erizal , Erlina Satrin NY Erwansyah Eva Santika, Eva Fachru Rozie Siregar Faisal Faisal Faisal hakim Fauziah Nur Purwaningsih Felani, Kiki Farida Felani, Virdyra Tasril Fernando Manurung Firman Ario Furqan Furqan, Furqan GS , Achmad Daengs Hasrul Azwar Hasibuan Hayati, Rini Hernawaty, Hernawaty Heryanto Siburian Husni Muharram Ritonga Ida Fatimah Ifan Sri Cahyani Marunduri Indah Sari, Wahyu Irma Fatmawati Isnan sarwo prasetyo Jamaluddin Jamaluddin Jose Marco G. Reyes Juliana Tiurida Purba Kadir, Zahidah Abd Kiki Farida Ferine Larisma RL Sitanggang Lusianna Banurea M. Agung Putranto Andriani Madaniyah Fitrahayati Maroli Putra Megawati Mora Putri Menganjur M S Merlinda Merlinda Mesra B Mesra B Mesra B MESRA MESRA, MESRA Mesra, B Milton Situmorang Muammar Rifqi Muazimah Muchtar, Aditya Muhammad Fahmi Muhammad Faisal Muhammad Faishal Annas Muhammad Faishal Annas Muhammad Isa Indrawan Muhammad Syahrin Asman Muhammad Syahrin Asman Muhammad Syahrin Asman Muhammad Valery Maulidzar Siregar Muhammmad Isa Indrawan Munawar Rizal Nasib Nikous Soter Sihombing Nur Fatiha Utami Nasution Nurafrina Siregar Nurfafrina Siregar Paridah Putra, Yogi Putri Ramadhani Rahmat Rahmat Hidayat Harahap Rahul Ardian Fikri Ramadhan Harahap Rashdan Bin Rashid Rica Yulia Nasution Rosanty, Yossie Rosasmanizan Binti Ahmad Rosasmanizan Binti Ahmad Rukaiyah Ruth Meivera Siburian Saiful Riza Sandoval, Marcos R. B. Sanny, Annisa Sartika Krisna Panggabean Sirajuddin Siregar, Muhammad Valery Maulidzar Siswahyudianto Siti Arnisah Siti Nurmaizar Sitompul, Agriani Sartika Sitorus, Syahrial Slamet Widodo Slamet Widodo Sri Rahayu SRI RAHAYU Sri Rahayu, Sri Rahayu Suci Indah Hakiki Sujarno, Ari Suranta Sinukaban, Dedy Tarigan, Rafidha Yasmin Taufik Harijanto toyib daulay Verianni Sinaga Virdyra Tasril Andriani Yasari, Hamnah Yose Ferry Yossie Rosanty Yossie Rossanty

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