Proceedings of the 6th International Seminar on Psychology, ISPsy 2023, 18-19 July 2023, Purwokerto, Central Java, Indonesia

Research Article

The Influence of Paradoxical Leadership on the Creativity of Digital Marketing Employees in Jakarta

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  • @INPROCEEDINGS{10.4108/eai.18-7-2023.2343391,
        author={Alviansah  NurFajar and Puti Archianti Widiasih},
        title={The Influence of Paradoxical Leadership on the Creativity of Digital Marketing Employees in Jakarta},
        proceedings={Proceedings of the 6th International Seminar on Psychology, ISPsy 2023, 18-19 July 2023, Purwokerto, Central Java, Indonesia},
        publisher={EAI},
        proceedings_a={ISPSY},
        year={2024},
        month={2},
        keywords={advertising agencies digital marketing employees creativity paradoxical leaders},
        doi={10.4108/eai.18-7-2023.2343391}
    }
    
  • Alviansah NurFajar
    Puti Archianti Widiasih
    Year: 2024
    The Influence of Paradoxical Leadership on the Creativity of Digital Marketing Employees in Jakarta
    ISPSY
    EAI
    DOI: 10.4108/eai.18-7-2023.2343391
Alviansah NurFajar1, Puti Archianti Widiasih1,*
  • 1: University Muhammadiyah Prof. DR. HAMKA
*Contact email: puti@uhamka.ac.id

Abstract

Digital marketing has become an important part of current business developments. Advertising plays a role in introducing products and influencing consumers so that business success needs to be preceded by good advertising products.Employee Creativity is a process of cognitive and behavior that shown when creating something. The need for creativity in advertising is caused by the demand that an advertisement needs to be packaged uniquely and givea different impression in order to attract attention. Paradoxical leadership is where the leader's behavior is considered contradictory in addressing a matter because of various demands. In line with this, this study wants to know the effect of paradoxical leadership on the creativity of digital marketing employees in Jakarta using quantitative methods with instruments Paradoxical Leadership Behavior Scale. criteria for the respondents is employees of digital marketing in agencies advertisement at Jakarta. Using accidental sampling, 177 respondents were collected and gave the result found that paradoxical leadership had a significant positive effect on creativity by 18,8%. Thus, leaders have references to behave in a varied manner simultaneously and are not worried about the decline in creativity of their employees.