Examining the Impact of Trust-Based Active Participation: An Empirical Study in Creative Industry That Adopt Digital Platform

Abstract

The main challenge in building a creative industry that acquires a digital platform is the limited ideas used to encourage the presence of booming products and the limited understanding of employees of creative industry players in dealing with technological changes; this is in line with the phenomenon where 31.40% of digital business actors in Indonesia are still experiencing a decline in revenue in 2022. In connection with the main obstacles, this research aims to find constructs capable of mediating the role of technology in the form of Social Media Use to Work (SMUW) in its impact on Creative Performance (CP). Where SMUW, in many studies, has no significant effect on building CP. This study offers the role of Trust-Based Active Participation (TBAP) and Innovative Culture (IC) in mediating SMUW against CP. The object of this research is the creative industry that uses digital platforms, with a total sample of 188 businesses. This study empirically proves that SMUW does not significantly affect CP, but TBAP and IC can boost SMUW on CP with a a total effect of 0.384. From this achievement, it is proven empirically that TBAP and IC can fully mediate the role of SMUW on CP. In implementing the strategy, it was found that in order to optimize the role of SMUW for CP. This contributes to the domain of learning organization theory and middle ring dynamic capability.