PERAN KREATIVITAS DAN KOMPETENSI DALAM MENINGKATKAN KINERJA KARYAWAN PEMASARAN PERUSAHAAN PROPERTI DI PALEMBANG

Kesuma, Raynaldo Kesuma (2025) PERAN KREATIVITAS DAN KOMPETENSI DALAM MENINGKATKAN KINERJA KARYAWAN PEMASARAN PERUSAHAAN PROPERTI DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This research aims to examine the influence of creativity and competence on employee performance among marketing employees in property development companies located in Palembang City. Creativity refers to the ability to generate original and useful ideas, while competence encompasses the technical, methodological, and social-communicative capacities required to perform tasks effectively. A quantitative approach was adopted, using a structured questionnaire distributed to 118 respondents. The data were analyzed using multiple linear regression to determine the partial and simultaneous effects of the independent variables. Validity and reliability tests confirmed that all instrument items met the required psychometric standards. The results of the t-test demonstrated that both creativity and competence have a significant and positive effect on employee performance. Moreover, the standardized regression coefficients indicated that competence exerts a stronger influence compared to creativity. These findings suggest that organizational efforts to enhance employee performance should prioritize both the development of job-relevant skills and the cultivation of creative thinking. The study contributes to the theoretical discourse on human resource development and offers practical implications for talent management in the property development sector. Keywords: creativity, competence, employee performance, marketing employees, property development company

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Keywords: creativity, competence, employee performance, marketing employees, property development company
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Raynaldo Kesuma
Date Deposited: 15 Oct 2025 05:13
Last Modified: 15 Oct 2025 05:13
URI: http://eprints.ukmc.ac.id/id/eprint/15025

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