Kusuma Adhitya Rendra, Syarief Rizal, Sukmawati Anggraini, Ekananta Arry
School of Business, Kampus IPB Gunung Gede, Jalan Raya Pajajaran, Bogor, 16128, West Java, Indonesia.
Heliyon. 2024 Mar 3;10(5):e27017. doi: 10.1016/j.heliyon.2024.e27017. eCollection 2024 Mar 15.
A model that can elaborate the interaction between research variables influencing digital transformation, especially on the performance of sales organizations in Fast-Moving Consumer Goods companies, is fundamental. It allows the decision-makers to take proper action for their companies' optimization. By using Partial Least Squares Structural Equation Modeling (PLS-SEM) to build a model that can describe the interaction between Leadership Model, Organizational Citizenship Behavior, and Sales Management in 346 respondents working in various Fast-moving Consumer Goods companies in Indonesia, the present study found the most respondents were from the Special Capital Region of Jakarta (40.7%). It was found that the Sales Director (50.0%) was the most responsible for digital transformation implementation within the sales organization. Most respondents answered that effectiveness in the company's Internal Business Processes was the primary goal of digital transformation (28.1%). Concerning the success parameters of the digital transformation, Business Processes were the prominent expression of successful implementation (19.4%), with Sales Automation (37.4%) as the main activity in their digital transformation. Three hypotheses with the variables of leadership models, organizational citizenship behavior (OCB), and sales management control, had proven to affect digital transformation positively. Later, in four hypotheses where sales organization performance was set as the dependent variable, it was found that the leadership model influenced organization performance with digital transformation as a mediator. Finally, the last three hypotheses, with variables of sales management control, organizational citizenship behavior, and leadership model, positively influenced organization performance through digital transformation as a mediating variable. Leaders in organizations who carry out digital transformation must ensure that their organizations can respond to disruptions related to the use of digital technology in order for an organization to achieve proper performance.
一个能够阐述影响数字转型的研究变量之间的相互作用，特别是对快速消费品公司销售组织绩效的影响的模型至关重要。它使决策者能够为公司的优化采取适当行动。通过使用偏最小二乘结构方程模型（PLS-SEM）构建一个可以描述领导模式、组织公民行为和销售管理之间相互作用的模型，本研究对印度尼西亚各快速消费品公司工作的346名受访者进行了调查，发现大多数受访者来自雅加达特别首都地区（40.7%）。研究发现，销售总监（50.0%）对销售组织内数字转型的实施负有最大责任。大多数受访者回答说，公司内部业务流程的有效性是数字转型的主要目标（28.1%）。关于数字转型的成功参数，业务流程是成功实施的突出表现（19.4%），销售自动化（37.4%）是其数字转型的主要活动。三个涉及领导模式、组织公民行为（OCB）和销售管理控制变量的假设已被证明对数字转型有积极影响。后来，在四个将销售组织绩效设为因变量的假设中，发现领导模式通过数字转型作为中介影响组织绩效。最后，最后三个涉及销售管理控制、组织公民行为和领导模式变量的假设，通过数字转型作为中介变量对组织绩效有积极影响。进行数字转型的组织领导者必须确保其组织能够应对与数字技术使用相关的干扰，以便组织实现适当的绩效。
