Pengaruh Social Media Use dan Digital Feedback Terhadap Kinerja Karyawan Melalui Kreativitas Karyawan Pada Cafe Kavling DPR Sidoarjo

Abstract

This study aims to examine the effect of social media use and digital feedback on employee performance through employee creativity at Café Kavling DPR Sidoarjo. A quantitative approach was employed using survey data collected from 50 café employees selected through purposive sampling. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 3 to evaluate both measurement and structural models. The results indicate that social media use does not have a direct effect on employee performance but has a positive and significant effect on employee creativity. Digital feedback is found to have no significant effect on either employee performance or employee creativity. Furthermore, employee creativity has a positive and significant effect on employee performance and mediates the relationship between social media use and employee performance. However, employee creativity does not mediate the relationship between digital feedback and employee performance. These findings suggest that social media primarily functions as a source of ideas and inspiration that enhances creativity, which in turn improves performance. Conversely, digital feedback has not been effectively utilized to support creativity or performance in the café context. The study highlights the crucial role of employee creativity as a key mechanism for improving performance in service-based businesses.