PENGARUH PUNISHMENT DAN REWARD TERHADAP MOTIVASI KERJA PADA DINAS PARIWISATA PROVINSI GORONTALO

This study aims to determine the effects of punishment and reward on employee work motivation at the Gorontalo Provincial Tourism Office, both partially and simultaneously. It is driven by low employee work motivation, which is undermined by the suboptimal implementation of the organization's reward and punishment system. It employs a quantitative survey approach. Data collection uses questionnaires addressed to employees of the Tourism Office of Gorontalo Province. Data analysis applies multiple linear regression with a program that assists with validity tests, reliability tests, classical assumption tests, t-tests, and Ftests. The findings indicate that punishment has a positive and significant effect on employee work motivation. Reward also has a positive and significant effect on employee work motivation. Simultaneously, punishment and reward have a positive and significant effect on work motivation. It demonstrates that the firm and fair implementation of punishments and the provision of appropriate rewards can increase employee morale, loyalty, and responsibility in carrying out their duties. Therefore, the Gorontalo Provincial Tourism Office is expected to consistently improve the effectiveness of the implementation of punishments and rewards to increase employee motivation and optimally achieve organizational goals.