<![CDATA[This study aims to examine the effect of work motivation on employee performance in retail fashion hijab companies. The rapid growth of the hijab fashion retail industry requires organizations to not only focus on product innovation and marketing strategies but also on effective human resource management, particularly in motivating employees who interact directly with customers. This research employs a quantitative approach with a descriptive and correlational design. Data were collected from 50 full-time employees working in retail fashion hijab companies in Bandung City using a structured questionnaire. The data were analyzed using Pearson correlation and simple linear regression techniques. The results indicate a strong and positive relationship between work motivation and employee performance, with a correlation coefficient of 0.78. Furthermore, work motivation explains 61% of the variation in employee performance, demonstrating its dominant role in shaping productive work behavior. These findings suggest that employees with higher levels of motivation tend to exhibit better discipline, stronger commitment, and improved performance in achieving organizational goals. The study highlights the importance of implementing sustainable motivation strategies to enhance employee performance and strengthen organizational competitiveness in the retail fashion hijab industry.]]>
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