The Impact of Digital Transformation and Digital Culture on the Perceived Sustainability of Organizational Performance through Hybrid Work Effectiveness: Evidence from a Marketing Research Company (PT XYZ)
Abstrak
Penelitian ini menyelidiki dampak transformasi digital dan budaya digital terhadap persepsi keberlanjutan kinerja perusahaan, dengan menguji secara khusus peran efektivitas kerja hybrid sebagai mediator. Menghadapi berbagai tantangan operasional dan menurunnya kualitas layanan, organisasi harus memahami cara mengeksekusi strategi digital secara efektif. Pendekatan kuantitatif dengan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) diterapkan pada data primer yang dikumpulkan dari 130 karyawan yang dipilih menggunakan teknik purposive sampling di PT XYZ, sebuah perusahaan riset pemasaran asal Indonesia. Temuan penelitian ini menunjukkan bahwa transformasi digital dan budaya digital secara signifikan meningkatkan efektivitas kerja hybrid. Temuan yang krusial adalah bahwa pengaruh langsung budaya digital terhadap keberlanjutan kinerja terbukti tidak signifikan, melainkan dimediasi secara penuh (fully mediated) oleh efektivitas kerja hybrid, sedangkan transformasi digital menunjukkan adanya mediasi parsial (partial mediation). Hasil ini menyoroti bahwa infrastruktur teknologi yang canggih dan pola pikir digital yang inovatif membutuhkan sistem kerja hybrid yang terkoordinasi dengan sangat baik sebagai mesin eksekusi untuk menjamin stabilitas operasional jangka panjang dan keberlanjutan kinerja perusahaan.
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