ANALISIS PENGARUH PERILAKU KEWARGAAN ORGANISASI DAN KESEIMBANGAN KEHIDUPAN KERJA TERHADAP KESEJAHTERAAN SUBJEKTIF MELALUI KEPUASAN KERJA PADA KARYAWAN PERUSAHAAN DIGITAL MARKETING DI KARESIDENAN BANYUMAS

Abstract

This study aims to analyze the effect of Organizational Citizenship Behavior (OCB) and Work-Life Balance (WLB) on Subjective Well-Being (SWB) with Job Satisfaction (JS) as a mediating variable among employees of digital marketing companies in Banyumas Residency. A quantitative approach was employed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) via SmartPLS 3.0. The study population comprised 602 employees across five digital marketing companies (PT Aliqa Muslim Indonesia, PT Ethos Kreatif Indonesia, PT Erhanesia Digima Mukitama, PT Nusaindo Intermedia, and PT Powerkerto Wahyu Keprabon). A sample of 234 employees was selected using proportional stratified random sampling based on the Krejcie & Morgan formula. Data were collected via a 4-point modified Likert scale questionnaire. The results revealed that: (1) OCB has a significant positive effect on SWB (β = 0.265; p = 0.000); (2) OCB has a significant negative effect on JS (β = -0.496; p = 0.000); (3) WLB has a significant negative direct effect on SWB (β = -0.562; p = 0.000); (4) WLB has a strong positive effect on JS (β = 1.309; p = 0.000); and (5) JS significantly enhances SWB (β = 1.194; p = 0.000). Specific indirect effect testing confirmed that Job Satisfaction fully mediates (VAF = 83.5%) the relationship between WLB and SWB (β = 1.563; p = 0.000). The structural model demonstrated high predictive power with R² values of 0.757 for SWB and 0.857 for JS. Practical implications highlight the need for companies to structure flexible work arrangements and prioritize job satisfaction to enhance overall employee well-being in the digital sector.

Keywords: Organizational Citizenship Behavior, Work-Life Balance, Job Satisfaction, Subjective Well-Being, Digital Marketing