Paper Title
ENHANCING RESEARCH POTENTIAL FOR ACADEMIC STAFF IN THE COLLEGE OF ARTS, MEDIA, AND TECHNOLOGY: INVESTIGATING INFLUENTIAL FACTORS

Abstract
Abstract - The objective of this study is to investigate the factors that impact the research activities of academic personnel. Data was gathered by utilizing questionnaires administered to a sample group comprising 47 individuals from the academic community. The study's outcomes revealed that the influence of research knowledge falls within a moderate range, while the motivation to engage in research is notably high. Furthermore, the attitudes toward research are also highly favorable, and there is a substantial level of support for research activities. These findings have the potential to inform the development of research support policies within the organization and the creation of plans to enhance the research capabilities of staff, thereby fortifying their research competencies. Keywords - University, Research, Academic Staff, Research Potentiality