PENGARUH KEPEMIMPINAN TRANSFORMASIONAL DAN MOTIVASI KERJA TERHADAP KINERJA PEGAWAI GOODTHINGS STUFF

This study aims to analyze the effect of transformational leadership and work motivation on employee performance at Goodthings Stuff. The research problem is based on the importance of human resource management in a digital personal shopping service business, which requires employees to work quickly, adaptively, responsively, and with a strong customer-service orientation. Transformational leadership is considered important because it encourages inspiration, intellectual stimulation, and individualized consideration. Meanwhile, work motivation is an internal factor that determines employees’ willingness to perform optimally. This study employed a quantitative approach using a survey method. The population consisted of 123 employees of Goodthings Stuff, while the sample included 100 respondents selected through simple random sampling. Data were collected using a Likert-scale questionnaire and analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with SmartPLS. The results show that transformational leadership has a positive effect on employee performance. Work motivation has a positive effect on employee performance. Furthermore, transformational leadership has a positive effect on work motivation. The variance in employee performance can be explained by transformational leadership and work motivation. These findings confirm that employee performance at Goodthings Stuff is more dominantly influenced by work motivation, although transformational leadership remains important in shaping employee motivation. This study recommends strengthening reward systems, incentives, work vision communication, and a supportive work environment to improve employee productivity. Keywords: transformational leadership, work motivation, employee performance,.