Vol. 1 No. 3 (2025): Efisiensi: Jurnal Penelitian dan Pengembangan Ilmu Manajemen (Maret - Mei 2025)

Pengaruh Event Sponsorship, Digital Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Pada Produk Emina (Studi Kasus Pada Mahasiswa Universitas Bhayangkara Jakarta Raya) adalah artikel ilmiah studi pustaka dalam ruang lingkup Ekonomi dan Bisnis. Tujuan artikel ini untuk mengetahui pengaruh dari Event Sponsorship, Digital Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Pada Produk Emina. Metode riset dengan penelitian terhadap 100 responden dengan metode Non Probability Sampling serta menggunakan teknik purposive sampling. Analisis deskriftif Kuantitatif. Hasil artikel ini: 1) Menunjukan bahwa variabel Event Sponsorship, Digital Marketing dan Brand Awareness secara simultan berpengaruh dan signifikan terhadap variabel depeneden Keputusan pembelian, 2) variabel Event Sponsorship dan Brand Awareness secara parsial memiliki pengaruh dan signifikan terhadap variabel Keputusan Pembelian, 3) variabel Digital Marketing secara parsial tidak berpengaruh signifikan terhadap variabel Keputusan Pembelian.

This study aims to explore, examine, and analyze the influence of motivation and quality of work life on the intention to stay, with job satisfaction serving as a mediating variable. The research employs a quantitative approach, utilizing data analysis techniques through SmartPLS software based on Structural Equation Modeling (SEM-PLS). The study population consists of all employees at Perumda Air Minum Kota Sangatta, characterized by heterogeneity. The sample size was determined using the Slovin formula, resulting in a total of 109 respondents. The findings reveal that motivation has a positive and significant effect on job satisfaction, as does quality of work life. Furthermore, motivation directly and significantly influences the intention to stay, while quality of work life does not have a significant effect on that variable. Subsequent results indicate that job satisfaction positively and significantly affects the intention to stay and acts as a mediating variable in the relationship between motivation and intention to stay, as well as between quality of work life and intention to stay. These findings highlight the critical role of job satisfaction as a key factor in employee retention.

Employees are essential assets in the operation of healthcare facilities and play a crucial role in a company's success. Kepanjen Eye Center (KECE) faces challenges in retaining high-quality employees amid intense competition. This study aims to analyze the influence of employer branding and compensation on employee retention, with job satisfaction as a mediating variable. This research adopts a quantitative approach using a survey method. Data were collected through questionnaires distributed to 108 KECE employees and analyzed using path analysis. The results show that employer branding and compensation significantly influence job satisfaction. Job satisfaction also has a significant impact on employee retention and mediates the relationship between employer branding, compensation, and employee retention. In other words, strong employer branding and fair compensation enhance job satisfaction, ultimately leading to higher employee retention at KECE. In conclusion, effective employer branding strategies and a fair compensation system are crucial in creating a positive work environment and improving employee satisfaction and retention.