<![CDATA[This study aims to analyze the effect of work motivation on the performance of Sales Merchandisers at PT Nirwana Lestari. The study employed a quantitative approach with an associative research design. Data were collected through questionnaires distributed to 110 Sales Merchandisers as research respondents. Data analysis was conducted using simple linear regression to examine the effect of work motivation on performance, supported by validity, reliability, normality, and heteroscedasticity tests. The results show that work motivation has a positive and significant effect on the performance of Sales Merchandisers. The t-test produced a significance value of 0.007 with a regression coefficient of 0.177, indicating that the research hypothesis was accepted. The correlation coefficient of 0.255 indicates a positive relationship with a low degree of strength, while the coefficient of determination of 0.065 indicates that work motivation explains 6.5% of the variation in Sales Merchandiser performance. These findings indicate that work motivation is significantly related to performance, although its explanatory power for variations in performance is relatively limited. Therefore, the company needs to maintain attention to work motivation as one of the factors supporting employee performance, while future research may develop the model by considering other relevant variables to obtain a more comprehensive understanding of Sales Merchandiser performance.]]>
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