DAMPAK EMPLOYEE DIGITAL LITERACY, EMPLOYER BRANDING, DAN INNOVATION BEHAVIOR TERHADAP KINERJA DI PT. TELKOM REGIONAL MEDAN

Gryvanill Nisma Putri; Purnama Yanti Purba; Grace Brigita Manurung; Hengki Mangiring Parulian Simarmata

doi:10.31539/s4enmd33

Authors

Gryvanill Nisma Putri Universitas Prima Indonesia
Purnama Yanti Purba Universitas Prima Indonesia
Grace Brigita Manurung Universitas Prima Indonesia
Hengki Mangiring Parulian Simarmata Politeknik Bisnis Indonesia

DOI:

https://doi.org/10.31539/s4enmd33

Keywords:

Employee Digital Literacy, Employer Branding, Innovation Behavior, Kinerja

Abstract

Penelitian ini bertujuan mengetahui pengaruh literasi digital, employer branding, dan perilaku inovatif terhadap kinerja karyawan di PT Telkom Indonesia Regional I Sumatera. Perusahaan berperan penting dalam pengelolaan operasional, pembangunan infrastruktur, serta transformasi digital, yang keberhasilannya sangat ditentukan oleh kinerja pegawai. Kinerja tersebut dipengaruhi oleh faktor utama seperti literasi digital pegawai, employer branding yang kuat, dan perilaku inovatif karyawan dalam mendukung produktivitas serta daya saing perusahaan. Metode yang digunakan adalah metode analisis regresi linear berganda. Sampel penelitian adalah karyawan PT Telkom Regional Medan berjumlah 100 orang dengan teknik sampling simple random sampling. Hasil penelitian menunjukkan bahwa literasi digital tidak berpengaruh signifikan terhadap kinerja, sedangkan employer branding dan perilaku inovatif berpengaruh positif dan signifikan. Secara simultan, ketiga variabel berpengaruh signifikan dengan kontribusi sebesar 83,8%.

References

Abdullah, K., Jannah, M., Aiman, U., Hasda, S., Fadilla, Z., Taqwin, M., Ardiawan, K. N., & Sari, M. E. (2015). Metodologi penelitian kuantitatif. Aswaja Pressindo, 1–430.

Adriansyah, T. M., & Rahmayati, T. E. (2023). Analisis Pengaruh Tingkat Literasi Digital terhadap Produktivitas Kerja Pada Dosen Dalam Menghadapi Pendidikan Era Society 5.0 di Kota Medan. Jurnal Sains Dan Teknologi, 5(1), 360–365.

Akhirfiarta, B. T. (2021). Literasi Digital pada Pegawai RSUD dr. Soetomo Kota Surabaya [Thesis]. UNAIR.

Azhar, A., Rehman, N., Majeed, N., & Bano, S. (2024). Employer branding: A strategy to enhance organizational performance. International Journal of Hospitality Management, 116, 103618.

Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501–517.

Choi, W.-S., Kang, S.-W., & Choi, S. B. (2021a). Innovative behavior in the workplace: An empirical study of moderated mediation model of self-efficacy, perceived organizational support, and leader–member exchange. Behavioral Sciences, 11(12), 182.

Choi, W.-S., Kang, S.-W., & Choi, S. B. (2021b). Innovative behavior in the workplace: An empirical study of moderated mediation model of self-efficacy, perceived organizational support, and leader–member exchange. Behavioral Sciences, 11(12), 182.

Citta, A. B., Brasit, N., Hamid, N., & Yusuf, R. M. (2020). Penerapan employer branding dalam suatu perusahaan: Studi beberapa literature. Jurnal Mirai Management, 5(1), 115–125.

De Jong, J., & Den Hartog, D. (2010). Measuring Innovative Work Behaviour. Creativity and Innovation Management, 19(1), 23–36. https://doi.org/10.1111/j.1467-8691.2010.00547.x

Dunan, H., & Jericho, J. (2025). Pengaruh Digital Literacy dan Work Ability Terhadap Kinerja Karyawan (Studi Pada PT Buana Fajar Anugrah). Innovative: Journal Of Social Science Research, 5(3), 1000–1010.

Fanani, F., & Wiratama, D. (2025). Employee Innovative Work Behavior Memediasi Pengaruh Knowledge Sharing Pada Kinerja Karyawan. Jurnal Bina Bangsa Ekonomika, 18(1), 1108–1117.

Gilani, H., & Cunningham, L. (2017). Employer branding and its influence on employee retention: A literature review. The Marketing Review, 17(2), 239–256.

Karimah, I., Abdi, M. N., & Mufid, M. (2025). Peran Literasi Digital, Adaptabilitas Dan Self Efficacy Dalam Memengaruhi Kesiapan Kerja Gen Z Di Era Transformasi Teknologi. JMD: Jurnal Riset Manajemen & Bisnis Dewantara, 8(1), 41–52.

Lee, W. R., Choi, S. B., & Kang, S.-W. (2021). How leaders’ positive feedback influences employees’ innovative behavior: The mediating role of voice behavior and job autonomy. Sustainability, 13(4), 1901.

Lestari, D., Nurita, E., & Octavianti, S. (2022). Pengaruh Kepemimpinan Dan Disiplin Kerja Terhadap Kinerja Karyawan Pada PT Surya Semesta Sakti Serpong. ProBank, 1(1), 117–128.

Purwanto, A. (2022). The role of transformational leadership and organizational citizenship behavior on SMEs employee performance. Journal of Industrial Engineering & Management Research, 3(5), 39–45.

Samboan, H., Tandirerung, Ch. J., & Jaya, A. (2025). Pengaruh Employer Branding terhadap Kepuasan Kerja Karyawan CV. Bintang Rejeki Sejahtera Makassar. Journal of Management, Accounting, and Administration, 1(4), 225–235. https://doi.org/10.52620/jomaa.v1i4.119

Sholikah, M., & Safitri, A. (2025). Enhancing Remote Work Satisfaction and Performance based on Information and Digital Literacy. Journal of Office Administration: Education and Practice, 5(1), 36–43.

Tan, D., Purba, P. Y., Simorangkir, E. D., Lala, M., & Anandita, A. (2023). THE INFLUENCE OF ENTERPRISING APPLE, REMUNERATION, DISCIPLINE ON THE PERFORMANCE OF FEMALE PRISON EMPLOYEES CLASS II A MEDAN. Jurnal Ekonomi, 12(3), 815–825.

Thao, H. T., Kim, L. H., & Kim, Y.-J. (2024). Employer Branding: How current employee attitudes attract top talent and new customers. Administrative Sciences, 14(12), 342.

Wang, H., Chen, X., Wang, H., & Xie, M. (2022). Employee innovative behavior and workplace wellbeing: Leader support for innovation and coworker ostracism as mediators. Frontiers in Psychology, 13, 1014195.

Yameen, M., Bharadwaj, S., & Ahmad, I. (2021). University brand as an employer: demystifying employee attraction and retention. Vilakshan-XIMB Journal of Management, 18(1), 26–41.