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All Journal Jurnal Administrasi Terapan
Leonora Ferdinandus
Politeknik Negeri Ambon
Economics, Econometrics & Finance Social Sciences

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Pengaruh Budaya Organisasi, Kepuasan Kerja, Dan Gaya Kepemimpinan Terhadap Kinerja Karyawan Hotel Di Kota Ambon Leonora Ferdinandus
Jurnal Administrasi Terapan Vol. 3 No. 1 (2024): MARET
Publisher : P3M Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jat.v3i1.2540

Abstract

The hospitality industry is one of the most dynamic and competitive sectors, especially in growing cities like Ambon. This study aims to examine the influence of organizational culture, job satisfaction, and leadership style on hotel employee performance in Ambon City. A quantitative approach with a survey method was used in this research. This approach was chosen to measure the impact of independent variables (organizational culture, job satisfaction, and leadership style) on the dependent variable (employee performance) objectively through the collection and analysis of numerical data. The population in this study comprises all hotel employees in Ambon City. Purposive sampling was used to select the sample, with the criteria being employees who have worked at the hotel for at least one year and hold positions ranging from staff to manager. The sample size used was 125 employees from various hotels in Ambon City, selected proportionally from different types of hotels (3-star and 4-star) to ensure representativeness. Data collected through questionnaires were processed and analyzed using multiple regression analysis. Based on the results of the multiple regression analysis, it was found that the three independent variables significantly influence employee performance, both partially and simultaneously. The findings of this study are consistent with previous research, indicating the importance of organizational culture, job satisfaction, and leadership style in improving employee performance in the hospitality industry. Keywords: Organizational Culture, Job Satisfaction, Leadership Style, Employee Performance
ANALISIS REGRESI UNTUK MENGOPTIMALKAN ANGGARAN PEMASARAN DIGITAL: (STUDI KASUS ROI PADA 5 PLATFORM MEDIA SOSIAL) Leonora Ferdinandus; Simson Melmambessy
Jurnal Administrasi Terapan Vol. 4 No. 1 (2025): Maret
Publisher : P3M Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jat.v4i1.3434

Abstract

Digital transformation has shifted the marketing paradigm, yet optimizing budgets across various social media platforms remains challenging for companies in Indonesia. This research aims to develop a regression analysis model to optimize digital marketing budget allocation across five major social media platforms. Adopting a quantitative approach with correlational analytical design, this study involved 120 medium and large companies in Indonesia actively implementing digital marketing strategies. The results show significant positive correlations between budget allocation and ROI for all platforms, with the strongest correlations found in Instagram (r = 0.68) and TikTok (r = 0.64). Non-linear regression models identified diminishing returns patterns on several platforms, with optimal budget allocation for Instagram at approximately 43.75%. Cluster analysis yielded four company groups with distinct profiles and performance, with the highest ROI (7.5%) in the cluster prioritizing TikTok and Instagram. The optimization model developed recommends allocations of: Instagram (32.5%), TikTok (28.7%), YouTube (18.8%), Facebook (10%), and LinkedIn (10%), projecting a 27.3% ROI increase. Model validation through case studies confirmed an average ROI increase of 21.5%. This research provides an analytical framework for digital marketing budget optimization that can be adapted to company characteristics and platform dynamics. Keywords: digital marketing, regression analysis, return on investment, social media, budget optimization
Co-Authors Simson Melmambessy