THE EFFECT OF DIGITAL LEADERSHIP AND DIGITAL COLLABORATION ON EMPLOYEE PERFORMANCE AT PT INDAKO TRADING COY MEDAN, YOUTH BRANCH

Abstract

This study aims to analyze the influence of digital leadership and digital collaboration on employee performance at PT Indako Trading Coy Medan, Pemuda Branch, both partially and simultaneously. This study is motivated by the increasingly pressing demands of digital transformation for motorcycle main dealer companies to remain competitive, so that adaptive leadership to technology and digital-based collaboration between employees are important factors in driving performance. The study uses a quantitative associative-causal approach with a population of all permanent employees of PT Indako Trading Coy, Pemuda Branch. The sampling technique uses saturated sampling so that all members of the population become respondents. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with the help of SPSS. The results show that digital leadership has a positive and significant effect on employee performance, digital collaboration also has a positive and significant effect on employee performance, and simultaneously both variables have a significant effect on employee performance. These findings indicate that improving the quality of digital leadership of branch leaders and strengthening the culture of digital collaboration between employees can be an effective strategy to improve employee performance at motorcycle main dealer companies.