Human Resources (HR) is the most important element in an organization. The quality of HR is also used by companies to meet the demands of increasingly high market demands. The company's productivity is built by a process that requires the basic competencies of hard skills and soft skills. The company's challenges will be even harder, because in addition to printing and building competent human resources, it must also be in accordance with market needs. PT. Kimia Farma Trading and Distribution (KFTD) Surabaya branch faces a similar challenge in increasing the productivity of its employees. This study will measure the extent of the ability of hard skills (X1) and soft skills (X2) on employee productivity (Y). The study population was employees of PT. Kimia Farma Trading and Distribution (KFTD) Surabaya branch. The results found that the ability of hard skills and soft skills significantly influence employee productivity with a value of R2 83.3%. Variable hard skills contributed 17.6% with a significance value of 0.015 <0.05. Meanwhile soft skills contributed 39.4% significance 0,000 <0.05.
Business competition has become normal in the business world. Some business people try hard to win the competition. One of his efforts is to build brand strength. Brand strength in business is very important, because it can increase customer loyalty. Brand strength is also able to encourage customer confidence in the products produced. This can not be separated from the customer's perception of the brand reputation. Brands that have a good reputation will provide more revenue than ordinary brands. This study will describe the strength of the brand in winning the business competition. There are seven indicators used in establishing brand strength. The results of the study indicate the fact that building brand equity or strength can encourage customer loyalty and ultimately win the business competition.
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