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Abstract

Perkembangan teknologi digital mendorong perusahaan ritel untuk mengoptimalkan strategi pemasaran berbasis digital, yang menuntut karyawan memiliki kompetensi pemasaran digital memadai. Penelitian ini bertujuan menganalisis pengaruh kompetensi pemasaran digital terhadap kepuasan kerja karyawan PT Sumber Alfaria Trijaya, Tbk (Alfamart) di Kota Bekasi. Metode penelitian menggunakan pendekatan kuantitatif dengan desain survei, melibatkan populasi 3.387 karyawan. Sampel sebanyak 97 responden ditentukan melalui teknik simple random sampling. Data dikumpulkan dengan kuesioner tertutup dan dianalisis menggunakan regresi linear sederhana. Hasil penelitian menunjukkan bahwa kompetensi pemasaran digital berpengaruh positif dan signifikan terhadap kepuasan kerja (B = 0,802; p < 0,001; R² = 0,407). Hal ini berarti 40,7% variasi kepuasan kerja dapat dijelaskan oleh kompetensi digital. Temuan ini sejalan dengan teori Herzberg, Job Characteristics Model, Self-Determination Theory, TAM/UTAUT, dan Social Exchange Theory. Penelitian ini memberikan kontribusi teoritis pada literatur hubungan kompetensi digital dan kepuasan kerja, serta implikasi praktis bagi manajemen sumber daya manusia. Penelitian selanjutnya disarankan menambahkan variabel mediasi atau moderasi dengan desain longitudinal.


 


Kata Kunci:  kompetensi pemasaran digital, kepuasan kerja.


 

Keywords

kompetensi pemasaran digital kepuasan kerja.

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How to Cite
Rahmasari, S. P., Permadi, H., & Tesmanto, J. (2025). Pengaruh Kompetensi Pemasaran Digital Terhadap Kepuasan Kerja Karyawan Di Pt Sumber Alfaria Trijaya, TBK (Alfamart) Kota Bekasi. Economics and Digital Business Review, 7(1), 254–265. https://doi.org/10.37531/ecotal.v7i1.3041
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