EMPLOYEE DIGITAL ADAPTABILITY IN IMPROVING MARKETING CAPABILITIES

Abstract

This research explores the impact of AI, Big Data Analytics, Omnichannel platforms, IoT, and integrated learning systems on marketing capabilities within the context of digital banking, with employee digital adaptability serving as a mediating factor. Conducted at a state-owned bank in North Sumatra, the study uses a mixed-method approach that integrates quantitative analysis of 75 marketing employees alongside qualitative interviews. The findings, derived from SEM-PLS analysis, indicate that all the technologies assessed significantly and positively affect marketing capabilities, both directly and indirectly via employee digital adaptability. AI and Big Data Analytics exert the strongest direct influence on marketing capabilities, whereas Omnichannel platforms have the greatest impact on employee adaptability. The research also confirms that employee digital adaptability partially mediates the relationship between each technology and marketing capabilities, with the IoT-marketing capabilities link showing the strongest mediation effect. These insights emphasize the dual role of digital technologies in enhancing marketing performance and underscore the essential role of employee adaptability in optimizing these benefits. The study advocates for a comprehensive approach to digital transformation in banking, focusing on strategic technology investments and robust digital training programs for employees.