<![CDATA[Abstract: The Visibility Paradox—a situation in which employees' online activities are unofficially used as a stand-in measure of their work output—forms the central focus of this study in remote and hybrid work contexts. This research examines how Digital Presence influences Career Development, with Proximity Bias serving as a mediating variable, among employees working in creative agencies across Indonesia. A quantitative explanatory research design was employed, collecting data from 108 respondents through an online survey using purposive sampling. Analysis was conducted using Partial Least Square – Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0. Results demonstrate that Digital Presence exerts a positive and significant effect on Career Development and on Proximity Bias, while Proximity Bias in turn positively and significantly predicts Career Development. Mediation analysis confirms that the relationship between Digital Presence and Career Development is partially mediated by Proximity Bias. These findings extend Social Presence Theory to the domain of digital organizational management by reconceptualizing physical proximity into its virtual counterpart. Keywords: Digital Presence; Career Development; Proximity Bias; Hybrid Work Abstrak: Penelitian ini berfokus pada fenomena The Visibility Paradox yang terjadi dalam ekosistem kerja remote dan hybrid, di mana rekam jejak digital karyawan secara implisit dipakai sebagai tolok ukur tidak resmi atas produktivitas mereka. Penelitian ini bertujuan untuk menguji sejauh mana Digital Presence membentuk Career Development melalui peran mediasi Proximity Bias pada karyawan agensi kreatif di Indonesia. Rancangan penelitian kuantitatif eksplanatori diterapkan dengan melibatkan 108 responden yang diperoleh melalui survei daring berbasis purposive sampling. Data dianalisis menggunakan metode Partial Least Square – Structural Equation Modeling (PLS-SEM) dengan perangkat lunak SmartPLS 4.0. Hasil analisis memperlihatkan bahwa Digital Presence berpengaruh positif dan signifikan terhadap Career Development maupun Proximity Bias, dan Proximity Bias berpengaruh positif dan signifikan terhadap Career Development. Pengujian mediasi mengungkapkan pola partial mediation, yakni Proximity Bias memediasi sebagian pengaruh Digital Presence terhadap Career Development. Temuan ini memperluas cakupan Social Presence Theory ke dalam ranah manajemen organisasi digital dengan mendefinisikan ulang konsep kedekatan dari dimensi fisik ke dimensi virtual. Kata Kunci: Digital Presence; Career Development; Proximity Bias; Kerja Hybrid]]>
