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All Journal JSSH (Jurnal Sains Sosial dan Humaniora) Eduvest - Journal of Universal Studies
Nugroho, Firna Shizuka
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Aerospace Engineering Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Neuroscience Social Sciences

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Analisis Pelaksanaan Kerja Sama Sponsorship terhadap Peningkatan Brand Awareness Pihak Sponsor Augusta, Nasya Fatika; Setiawan, Amelia Ananda; Nugroho, Firna Shizuka; Prameswari, Zahra Kirana; Maesaroh, Syti Sarah
JSSH (Jurnal Sains Sosial dan Humaniora) JSSH (Jurnal Sains Sosial dan Humaniora) Vol. 7 No. 2 September 2023
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30595/jssh.v7i2.17526

Abstract

Sponsorship merupakan salah satu strategi dalam meningkatkan brand awareness suatu perusahaan. Sering kali perusahaan menggunakan strategi tersebut pada event olahraga. Sehingga, saat ini masih belum banyak penelitian lebih lanjut mengenai pengaruh sponsorship pada organisasi mahasiswa. Penelitian bertujuan untuk mengetahui seberapa besar pengaruh sponsorship terhadap kesadaran merek pada program kerja DIGNITY. Penelitian dilakukan menggunakan metode kuantitatif dengan 89 responden sebagai sampel dengan teknik random sampling. Adapun analisis dilakukan melalui analisis regresi linear berganda dan deskriptif. Hasilnya menunjukkan bahwa sponsorship memberikan pengaruh sebesar 44,7% terhadap peningkatan brand awareness pada program kerja DIGNITY dan sisanya 55,3% dipengaruhi oleh variabel lain.
The Impact of Artificial Intelligence and Work Training on Human Resource Performance: A Case Study of PT Satria Bahana Sarana Nugroho, Firna Shizuka; Purwaamijaya, Btari Mariska; Prehanto, Adi
Eduvest - Journal of Universal Studies Vol. 5 No. 3 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i3.50942

Abstract

This study aims to analyze the influence of artificial intelligence (AI) and work training on human resource performance at PT Satria Bahana Sarana (SBS). The research employed a quantitative approach with data collection conducted through questionnaires distributed to 165 office employees as respondents. Data analysis was performed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to test the research hypotheses. The findings indicate that artificial intelligence has a significant and positive effect on HR performance with a path coefficient of 0.47 (p < 0.01), suggesting enhanced efficiency and productivity in the workplace. Work training also contributes positively and significantly with a path coefficient of 0.38 (p < 0.01), where structured training programs prove to improve employee competencies and facilitate the achievement of organizational objectives. The research model yielded an R-square value of 0.622, indicating that artificial intelligence and work training collectively explain 62.2% of the variance in HR performance, while the remaining 37.8% is influenced by variables outside the model. This study highlights the crucial role of AI integration and comprehensive work training programs as key strategies for optimizing employee performance in the era of digital transformation.
Co-Authors Adi Prehanto Augusta, Nasya Fatika Maesaroh, Syti Sarah Prameswari, Zahra Kirana Purwaamijaya, Btari Mariska Setiawan, Amelia Ananda