Pengaruh Kapabilitas Penginderaan Persepsian terhadap Perilaku Kerja Inovatif dengan Kapabilitas Evaluasi Kecerdasan Buatan Generatif sebagai Pemediasi (Studi pada Hakuhodo International Indonesia)

Nensy Juliyanti, Sari Sitalaksmi, M.Mgt., Ph.D.

2026 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Perilaku kerja inovatif menjadi semakin penting bagi karyawan dalam menghadapi perubahan industri periklanan yang cepat, terutama ketika kecerdasan buatan generatif (GenAI) mulai mengubah proses pencarian ide, pemecahan masalah, dan pelaksanaan pekerjaan. Namun, pemanfaatan GenAI belum tentu menghasilkan inovasi apabila karyawan tidal mampu mengenali perubahan lingkungan dan mengevaluasi luaran teknologi tersebut secara kritis. 

Penelitian ini bertujuan untuk menganalisis pengaruh kapabilitas penginderaan persepsian terhadap perilaku kerja inovatif serta menguji peran kapabilitas evaluasi GenAI sebagai pemediasi pada karyawan Hakuhodo International Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan desain cross-sectional. Data dikumpulkan melalui kuesioner daring kepada karyawan tetap pada departemen yang telah memperoleh akses platform GenAI. Sebanyak 117 respons yang memenuhi kriteria penelitian dianalisis menggunakan partial least squares structural equation modeling (PLS-SEM). 

Hasil penelitian menunjukkan bahwa kapabilitas penginderaan persepsian berpengaruh positif dan signifikan terhadap perilaku kerja inovatif dengan koefisien jalur sebesar 0,300, nilai t-statistic sebesar 2,789, dan nilai p-value sebesar 0,005. Kapabilitas evaluasi GenAI juga memediasi secara positif dan signifikan pengaruh tersebut dengan koefisien pengaruh tidak langsung sebesar 0,186, nilai t-statistic sebesar 4,054, dan nilai p-value < 0>

Innovative work behavior is becoming increasingly important for employees as they navigate rapid changes in the advertising industry, particularly as generative artificial intelligence (GenAI) begins to reshape idea generation, problem-solving, and work execution. However, the use of GenAI does not necessarily lead to innovation if employees are unable to recognize environmental changes and critically evaluate the technology’s outputs.

This study aims to analyze the effect of perceived sensing capability on innovative work behavior and examine the mediating role of GenAI evaluation capability among employees of Hakuhodo International Indonesia. The study employed a quantitative approach with a cross-sectional design. Data were collected through an online questionnaire distributed to 167 permanent employees in departments that had been granted access to GenAI platforms. A total of 117 responses that met the research criteria were analyzed using partial least squares structural equation modeling (PLS-SEM).

The results indicate that perceived sensing capability has a positive and significant effect on innovative work behavior, with a path coefficient of 0.300, a t-statistic of 2.789, and a p-value of 0.005. GenAI evaluation capability also positively and significantly mediates this effect, with an indirect effect coefficient of 0.186 and a t-statistic of 4.054. The resulting mediation pattern is complementary mediation or partial mediation. These findings demonstrate that innovative work behavior can be strengthened through employees’ ability to recognize and interpret environmental changes and to critically evaluate GenAI applications and outputs.

Kata Kunci : kapabilitas penginderaan persepsian, kapabilitas evaluasi GenAI, perilaku kerja inovatif, kecerdasan buatan generative, perceived sensing capability, GenAI evaluation capability, innovative work behavior, generative artificial intelligence