Pengaruh Literasi Digital, Akses Pembelajaran dan Partisipasi terhadap Kompetensi Pegawai Pemasaran melalui Pemanfaatan Sistem Pembelajaran Terintegrasi di PT. Bank XXXX Kantor Wilayah XXX

Abstract

Digital transformation in the banking sector demands continuous adaptation of employee competencies, particularly in the marketing division, to maintain competitiveness. This study aims to analyze the influence of digital literacy. learning access, and participation on the competence of marketing employees through the utilization of an integrated learning system at PT. Bank XXXX, Regional Office XXX. This associative quantitative research involved a population of 295 marketing employees, with a sample of 170 respondents determined using the Slovin formula and selected through proportional sampling. Data were collected using Likert-scale questionnaires, unstructured interviews, and documentation between October 2024 and June 2025. Data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach. The results indicate that digital literacy, learning access, and participation have a positive and significant influence on employee competence, both directly and through the utilization of the integrated learning system. The integrated learning system effectively mediates the influence of all independent variables on marketing employee competence, highlighting the importance of optimizing digital learning platforms to enhance employee capabilities.