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All Journal Bahtera Inovasi International Journal of Economics and Management Research
Nurul Sultania
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Implementation of Human Resources Strategy at Aston Tanjungpinang Hotel Nurul Sultania; Melia Andriyani; Nur Dwi Apriliani; Feradha Nur Larasati; Satriadi Satriadi
International Journal of Economics and Management Research Vol. 4 No. 1 (2025): : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i1.475

Abstract

This study aims to analyze the implementation of human resources (HR) strategies at Aston Tanjungpinang Hotel. The method used was a qualitative approach with case studies and phenomenology, involving in-depth interviews with hotel managers and staff. Data was collected through purposive sampling, focusing on employee experiences related to training, career development, and performance management. The results showed that Hotel Aston implemented a comprehensive HR strategy, including competency-based recruitment, continuous training, and a good employee maintenance system. Nonetheless, challenges such as high employee turnover rates and competition from other industries remain a concern. This research concludes that effective HR management not only improves service quality, but also contributes to the long-term success of the hotel.
Pengaruh Social Media Marketing dan Influencer Marketing Terhadap Brand Awareness Produk Somethinc Di Tanjungpinang Haryani, Dwi Septi; Nurul Sultania; Ratnasari, Sri Langgeng; Elvira, Mita; Fenny; Fauzar, Selvi
Bahtera Inovasi Vol 10 No 1 (2026): Jurnal Bahtera Inovasi
Publisher : Program Studi Manajemen FEBM UMRAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31629/10.31629/bi.v10i1/8516

Abstract

This study aims to examine the effect of social media marketing and influencer marketing on brand awareness of Somethinc products in Tanjungpinang. The research employs a quantitative method using a survey approach. The study population consists of followers of Somethinc’s TikTok account, with a sample of 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression. The results indicate that, partially, social media marketing has a positive and significant effect on brand awareness of Somethinc products, with a tvalue of 4.197 and a significance level of < 0.001. Influencer marketing also shows a positive and significant effect on brand awareness, with a tvalue of 3.314 and a significance level of 0.001. Furthermore, the simultaneous test (F-test) reveals that social media marketing and influencer marketing jointly have a significant effect on brand awareness, with an Fvalue of 38.145 and a significance level of < 0.001. In conclusion, digital marketing strategies through TikTok social media and collaborations with credible influencers are effective in enhancing brand awareness of Somethinc products in Tanjungpinang.
Co-Authors Dwi Septi Haryani Elvira, Mita Fauzar, Selvi Fenny Feradha Nur Larasati Melia Andriyani Nur Dwi Apriliani Satriadi Satriadi Sri Langgeng Ratnasari