The Influence of Digital Competence, Artificial Intelligence (AI) Adoption, and the Use of Social Media on the Performance of Sales Division Employees at PT Asco Prima Mobilindo Bekasi Branch

Abstract

This study aims to analyze the effects of digital competence, artificial intelligence (AI) adoption, and social media use on employee performance in the sales division of PT Asco Prima Mobilindo Bekasi Branch. This study employed a quantitative approach using a survey method involving 45 respondents selected through saturated sampling or a census technique. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4. The results indicate that digital competence has a positive and significant effect on employee performance. AI adoption also has a positive and significant effect on employee performance. Social media use has a positive and significant effect on employee performance. In addition, the research model demonstrates strong explanatory and predictive capabilities regarding employee performance. These findings suggest that strengthening digital competence, optimizing AI utilization, and using social media strategically can support improved employee performance in the sales division.