PENGARUH KOMUNIKASI DIGITAL DAN MOTIVASI TERHADAP KINERJA MAHASISWA DALAM KEGIATAN ORGANISASI HMPS MANAJEMEN (UNIVERSITAS HKBP NOMMENSEN MEDAN)

Abstract

This study aims to analyze the influence of digital communication and motivation on student performance in the organizational activities of the Management Study Program Student Association (HMPS), Faculty of Economics and Business, HKBP Nommensen University Medan. The development of information technology has changed the communication pattern of student organizations from face-to-face to digital-based, so effective communication management and high motivation are needed to support organizational performance. This study uses a quantitative approach with a type of causal associative research. The population in this study is all active members of HMPS Management, with sampling techniques using saturated sampling of 30 respondents. Data were collected through a questionnaire with a Likert scale and analyzed with the help of the SPSS program through validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis. The results of the study show that digital communication has a positive and significant influence on student performance, motivation has a positive and significant influence on student performance, and digital communication and motivation simultaneously have a positive and significant influence on student performance in HMPS Management organizational activities. This research is expected to contribute to the development of student organization management, especially in improving the effectiveness of digital