The Influence of Employee Engagement on Work Efficiency in the Creative Industry in Mataram City: Analysis of Digital Competence, Dedication, and Work Environment Dimensions

This study aims to analyze the effect of employee engagement, measured through the dimensions of Digital Competence, Dedication, and Work Environment , on Work Productivity in the context of the creative industry in the digitalization era. This study used a quantitative approach with a correlational design, involving 100 employees from companies in the creative industry. Data were collected using a questionnaire based on the Utrecht Work Engagement Scale (UWES) and processed through linear regression analysis using statistical software. The results of the analysis showed that the overall regression model was significant (F = 36.415, p < 0.05), with an R Square value = 0.532, meaning 53.2% of the variability in Work Productivity can be explained by the three dimensions of employee engagement. Individually, only the Digital Competence dimension has a significant effect on Work Productivity (B = 0.388, p < 0.05), while the Dedication (p = 0.114) and Work Environment (p = 0.341) dimensions show no significant effect. These findings indicate that employee energy and Digital Competence play a key role in driving productivity in a dynamic creative work environment.