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All Journal Integra Business Review
Farida Indriani
Universitas Diponegoro, Semarang

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Determinants of Generation Z Productivity as Marketing Officers at Bank Rakyat Indonesia Indra Lesmana; Dita Wulansari; Farida Indriani
Integra Business Review Vol. 4 No. 1 (2026): June 2026
Publisher : Integra Academic Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63208/21014-694

Abstract

This study examines the determinants of work productivity among Generation Z marketing officers at Bank Rakyat Indonesia (BRI). The research focuses on the unique characteristics of Generation Z employees and the organizational conditions that shape their performance. Using a descriptive qualitative approach, the study integrates literature review findings with semi-structured interviews conducted with five marketing officers aged 22–27 years. The results show that intrinsic motivation, supportive leadership, performance-based rewards, and the integration of digital marketing technologies are the primary factors influencing productivity. These elements enhance work effectiveness, encourage employee engagement, and support the development of adaptive performance behavior. The study provides an overview of how productivity among young banking employees is shaped through motivational, managerial, and technological components within a modern organizational environment.
Co-Authors Dita Wulansari Indra Lesmana