The Implications of Brand Image Based on Competence and Compensation on the Organizer Performance in Palembang
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Abstract
This study aims to analyze the influence of competence and compensation on employe performance at the event organizer 06 Production Palembang, as well as to develop the implications of the findings on the company's brand image. The event organizer industry in Indonesia has experienced rapid growth post-pandemic, but 06 Production Palembang faces challenges with fluctuating employe performance, achieving only 23 percent of the sales target during the 2022-2023 period. The research method used is associative quantitative with a saturated sample of 52 employes. Data were collected thru questionnaires and analyzed using multiple linear regression. The research results show that competence has a significant positive effect on employe performance (β=1.297; p<0.05), while compensation has a significant negative effect (β=-0.569; p<0.05). Simultaneously, competence and compensation influence employe performance by 69.7 percent (R Square=0.697). These findings indicate that compensation misalignment can reduce performance, which affects service quality and has the potential to damage the company's brand image. This study recommends enhancing competency training and re-evaluating compensation policies to strengthen the brand image of 06 Production Palembang.
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