ABSTRAK Data penelitian yang diperoleh sesuai masalah yang diteliti, dianalisa dengan menggunakan rumus regresi linier sederhana, dan diperoleh persamaan Y=6,18+0,58X.Persamaan dimaksud menunjukkan bahwa setiap kali terjadi perubahan (kenaikan atau penurunan) pada variabel X (budaya organisasi) sebesar 1 poin akan diimbangi dengan perubahan (kenaikan atau penurunan) variabel Y (kinerja pegawai) sebesar 1 poin pada konstanta 6,18. Dari analisis korelasi diperoleh gambaran bahwa hubungan antara variabel bebas (budaya organisasi) dengan variabel terikat (kinerja pegawai) sebesar 0,59 yang berada pada nilai interval 0,40 – 0,599 dengan kategori hubungan cukup kuat. Analisa kontribusi variabel X (budaya organisasi) terhadap variabel Y (kinerja pegawai) dengan menggunakan persamaan koefisien determinasi, diperoleh nilai 34,81%. Hal ini menunjukkan bahwa variabel X (budaya organisasi) memberikan kontribusi sebesar 34,81% terhadap variabel Y (kinerja organisasi), sedangkan sisanya, yakni 65,19% ditentukan oleh faktor-faktor lain. Kata kunci : Budaya Organisasi, Kinerja Pegawai.ABSTRACTThe research data obtained is in accordance with the problem under study, analyzed using a simple linear regression formula, and the equation Y = 6.18 + 0.58X is obtained. The equation shows that every time there is a change (increase or decrease) in variable X (organizational culture) 1 point will be offset by a change (increase or decrease) in Y variable (employee performance) by 1 point at a constant of 6.18. From the correlation analysis, it can be seen that the relationship between the independent variable (organizational culture) and the dependent variable (employee performance) is 0.59 which is in the interval value 0.40 - 0.599 with a fairly strong relationship category.Analysis of the contribution of variable X (organizational culture) to variable Y (employee performance) using the coefficient of determination equation, obtained a value of 34.81%. This shows that variable X (organizational culture) contributes 34.81% to variable Y (organizational performance), while the rest, namely 65.19% is determined by other factors.Keywords: Organizational Culture, Employee Performance.

This study aims to examine the influence of marketing capabilities and digital marketing on the marketing performance of micro, small, and medium enterprises (MSMEs) in West Java, Indonesia. Data were collected from 384 MSMEs using a structured questionnaire, and a structural equation modeling (SEM) was employed to test the research hypotheses. The results of the study indicate that marketing capabilities and digital marketing have a significant positive impact on the marketing performance of MSMEs. Furthermore, digital marketing was found to mediate the relationship between marketing capabilities and the marketing performance of MSMEs. These findings have important implications for MSMEs in West Java, as well as in other regions of Indonesia, and for policymakers and academics who are interested in supporting the growth and development of the MSME sector.