Improving task performance using digital leadership through individual creativity among employees of PT Rokok Elektrik Enak (Vapeboss) In Surabaya, Indonesia

This study investigates the impact of Digital Leadership on Task Performance, with Individual Creativity serving as a mediating variable. Utilizing a quantitative approach and data analysis through Structural Equation Modeling – Partial Least Squares (SEM-PLS), the study was conducted in the organizational of PT Rokok Elektrik Enak (Vapeboss) in Surabaya, Indonesia. The findings reveal that Digital Leadership has a strong and statistically significant influence on Individual Creativity and Task Performance. Furthermore, Individual Creativity positively affects Task Performance and also significantly mediates the relationship between Digital Leadership and Task Performance. These results emphasize that Digital Leadership not only directly contributes to improved employee performance but also enhances performance through fostering creativity. The mediating role of Individual Creativity strengthens the influence of leadership on performance outcomes, indicating that creativity is both a pathway and an amplifier for effective leadership. Theoretical contributions of this research lie in its application of Social Exchange Theory in a digital organizational context, showing that leaders who invest in digital competencies and support creative behavior elicit reciprocal improvements in employee performance. Practically, the study highlights the strategic need for organizations to develop digital leadership capabilities and nurture a creative work environment to drive sustained task performance and innovation.