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All Journal Jurnal Administrasi Terapan
Stevanus Johan Gomies
Jurusan Administrasi Niaga, Politeknik Negeri Ambon
Economics, Econometrics & Finance Social Sciences

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Pengaruh Kepercayaan Dan Kepuasan Terhadap Loyalitas Nasabah Tabungan Harapan BCA Cabang Ambon Simson Melmambessy; Eline O. Hutubessy; Stevanus Johan Gomies
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.v3i1.2552

Abstract

This research aims to analyze the influence of customer trust and satisfaction on the loyalty of "Tabungan Harapan" savings customers at PT Bank BCA Ambon Branch. The study adopts a quantitative approach, using a survey method to collect data from "Tabungan Harapan" customers at the BCA Ambon Branch. The quantitative approach was chosen because it is suitable for measuring the relationships between the research variables, namely trust, satisfaction, and customer loyalty. This research utilizes a descriptive and explanatory research design. The descriptive design is used to provide an overview of the levels of trust, satisfaction, and loyalty among "Tabungan Harapan" customers at BCA Ambon Branch. The explanatory design is employed to analyze the influence of trust and satisfaction on customer loyalty. The population in this study consists of all active "Tabungan Harapan" customers at BCA Ambon Branch. The sampling technique used is purposive sampling, where the sample is selected based on specific criteria. The total sample size used in this study is 115 respondents. Multiple regression analysis was conducted to test the influence of the independent variables (trust and satisfaction) on the dependent variable (customer loyalty). The regression analysis results show that trust (X1) has a regression coefficient of 0.320 with a p-value of 0.010, which is less than 0.05. Satisfaction (X2) also significantly affects customer loyalty, with a regression coefficient of 0.144 and a p-value of 0.020 (p < 0.05). The F-test results indicate that the overall regression model is significant, with an F-statistic value of 4.058 and a p-value of less than 0.002. Trust has a greater influence on customer loyalty compared to satisfaction.Keywords: customer trust, customer satisfaction, customer loyalty
PENGARUH FASILITAS KERJA TERHADAP EFEKTIVITAS KERJA PEGAWAI PADA KANTOR BADAN KEPEGAWAIAN DAERAH PROVINSI MALUKU Mery Watloly; Carla Tousalwa; Stevanus Johan Gomies
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.v4i1.3158

Abstract

This study aims to analyze the effect of workplace facilities on employee work effectiveness at the Regional Personnel Agency of Maluku Province. Workplace facilities can influence employee work effectiveness. This research was conducted at the Regional Personnel Agency of Maluku Province to determine whether workplace facilities affect employee work effectiveness. This study uses a quantitative approach with a survey method, where data was obtained through questionnaires distributed to employees of the Regional Personnel Agency of Maluku Province. The sample taken in this study consisted of 44 employees. The method used in this research is a simple linear regression analysis method with the help of SPSS version 26 software, resulting in the regression equation Y = 25.305 + 0.195X. The hypothesis testing results show a t-count value of 2.113 with a probability of 1.68 or (p < 0.05). The test results indicate that the independent variable (workplace facilities) influences the dependent variable (employee work effectiveness) by 95%, while the remaining 5% is influenced by other variables. Based on these research findings, it can be concluded that workplace facilities have a positive and significant effect on employee work effectiveness at the Regional Personnel Agency of Maluku Province. Keywords : Work facilities; Work Effectiveness
PENGUKURAN EFEKTIVITAS KAMPANYE MARKETING MULTI-CHANNEL: PENDEKATAN STATISTIK UNTUK MENGIDENTIFIKASI FAKTOR KUNCI KEBERHASILAN Deflin Tresye Nanulaitta; Carla Tousalwa; Stevanus Johan Gomies
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.v4i1.3400

Abstract

This research develops a framework for measuring the effectiveness of multi-channel marketing campaigns using a statistical approach to identify key success factors in the Indonesian market context. Through a quantitative cross-sectional research design involving 145 companies with at least three active marketing channels, this study integrates structured surveys, secondary data on campaign performance metrics, and marketing data audits. Multivariate statistical analysis reveals significant correlations between channel integration levels and campaign effectiveness, with social media excelling in customer engagement (β=0.42), email marketing in conversion rate (β=0.37), and content marketing in brand awareness (β=0.45). Path analysis identifies significant synergistic effects between combinations of social media and email marketing (path coefficient=0.56) that increase conversion rates by 2.3 times. Using random forest algorithm (83.7% accuracy), five key success factors were identified: message personalization based on audience segmentation, visual and narrative consistency across channels, optimal communication timing, cross-platform data integration, and content alignment with customer journey. Machine learning-based attribution models proved significantly more accurate (89.3%) than traditional models. The research also found significant variations in multi-channel strategy effectiveness based on industry characteristics and audience segments, encouraging differentiated approaches. The measurement framework developed offers practical tools for marketers to optimize multi-channel campaigns and maximize return on marketing investment. Keywords: multi-channel marketing, attribution modeling, campaign effectiveness, statistical approach, channel integration
Co-Authors Carla Tousalwa Deflin Tresye Nanulaitta Eline O. Hutubessy Mery Watloly Simson Melmambessy