Determinants of Employee Commitment: The Role of Organizational Culture Adaptability and Motivation in a Digital Media Firm
DOI:
https://doi.org/10.37680/ijief.v6i1.9605Keywords:
Digital Media Industry; Employee Commitment; Organizational Behavior; Organizational Culture Adaptability; PLS-SEM; Work Motivation.Abstract
This study examines the influence of organizational culture adaptability and motivation on employee commitment at CV Queensha Media Group, a digital media company operating in a highly dynamic and competitive environment. Despite extensive research on employee commitment, studies focusing on medium-sized digital media firms remain limited, particularly in the context of organizational adaptability and work motivation. Using a quantitative associative approach, data were collected from 120 employees through structured questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings reveal that organizational culture adaptability and motivation both have a positive and significant effect on employee commitment. Motivation emerged as the strongest predictor, indicating that employees' commitment is highly influenced by both intrinsic and extrinsic motivational factors. Furthermore, the model demonstrates strong explanatory power, suggesting that organizational culture adaptability and motivation jointly play an important role in shaping employee commitment. This study contributes to the human resource management literature by extending empirical evidence from the digital media industry, a sector that has received limited scholarly attention compared to manufacturing and large-scale organizations. Practically, the findings highlight the importance of fostering a flexible organizational culture and strengthening employee motivation to sustain commitment and organizational competitiveness in rapidly changing business environments.
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