DETERMINATION OF MARKETING WORKFORCE PRODUCTIVITY THROUGH WORK ENGAGEMENT
DOI:
https://doi.org/10.22437/jiituj.v10i4.57514Keywords:
Digital Competence, Motivation, Organizational Climate, Transformational Leadership, Work EngagementAbstract
Marketing workforce productivity has become an important organizational concern, particularly in increasingly competitive and digitally driven markets. This study aims to examine the effects of motivation, organizational climate, transformational leadership, and digital competence on the productivity of the marketing workforce, with work engagement as a mediating variable. A quantitative explanatory study was conducted among 223 marketing personnel of PT MKSA using a cross-sectional approach and proportionate stratified random sampling. Data were collected through a structured questionnaire using a five-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The findings indicate that transformational leadership and digital competence positively influence work engagement, while motivation and organizational climate do not have significant effects. Regarding marketing workforce productivity, organizational climate and digital competence have significant positive effects, whereas motivation, transformational leadership, and work engagement do not. Furthermore, work engagement does not significantly mediate the relationships among motivation, organizational climate, transformational leadership, digital competence, and marketing workforce productivity. These findings indicate that factors contributing to employees' psychological engagement do not necessarily translate into measurable productivity outcomes. The study contributes to the Job Demands–Resources perspective by demonstrating that organizational and personal resources may operate differently across psychological and productivity outcomes. In practice, organizations should strengthen organizational climate and digital competence while integrating leadership development, digital capabilities, sales competencies, customer relationship management, and supportive work systems to improve the marketing workforce's productivity.
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