Influence of Organizational Image with Mediation Innovativeness on Service Performance (Case study on SAMSAT in Central Kalimantan)

The Vehicle Registration and Licensing Office (SAMSAT) in Central Kalimantan Province plays a crucial role in generating significant revenue from motor vehicle taxes, amounting to 28.5% of the total local tax revenue. Therefore, research on the factors influencing the performance of SAMSAT services in Central Kalimantan Province is urgent to maintain or enhance the realization of motor vehicle tax revenue in the future. This study employs a quantitative approach using a questionnaire completed by 35 respondents and analyzed using Structural Equation Modeling Partial Least Square (SEM PLS) technique. The research findings indicate that organizational image has a significant positive relationship with innovativeness and service performance. However, when mediated by innovativeness, no significant relationship was found between organizational image and service performance. Meanwhile, innovativeness directly exhibits a significant positive relationship with service performance.