Peran Leadership Memoderasi Pengaruh Promosi, Kapasitas Digital Logistik, Perilaku Inovatif Karyawan Terhadap Kinerja Penjualan Meterai Tempel
DOI:
https://doi.org/10.38035/jimt.v7i6.9385Keywords:
Promosi, Kapasitas Digital Logistik, Perilaku Inovatif Karyawan, LeadershipAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Promosi, Kapasitas Digital Logistik, dan Perilaku Inovatif Karyawan terhadap Kinerja Penjualan dengan Kepemimpinan sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Pengumpulan data dilakukan melalui kuesioner dari 129 responden yang merupakan karyawan PT Pos Indonesia KCU Bandarlampung. Hasil analisis outer model menunjukkan bahwa semua variabel penelitian dinyatakan valid dan reliabel. Hasil analisis inner model menunjukkan bahwa model penelitian yang digunakan memiliki kemampuan penjelasan yang sangat baik (nilai R2 = 0,805) dan kemampuan prediksi yang kuat (nilai Q2 = 0,585). Variabel dengan pengaruh terbesar adalah kapasitas logistik digital (nilai f-Square = 0,239), yang memenuhi kriteria pengaruh sedang. Hasil uji hipotesis menunjukkan bahwa variabel promosi, kapasitas digital logistik, perilaku inovatif karyawan, dan kepemimpinan memiliki pengaruh positif dan signifikan secara statistik terhadap kinerja penjualan (nilai P < 0,05, dan nilai T-Statistik > 1,9). Di sisi lain, variabel kepemimpinan tidak memoderasi pengaruh promosi, kapasitas logistik digital, dan perilaku inovatif karyawan terhadap kinerja penjualan (nilai P > 0,05, dan nilai statistik T < 1,9).
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