<![CDATA[The massive digital transformation in the Industry4.0 and Society 5.0 eras has fundamentally changed the global work landscape, requiring organizations to adopt a digital culture to maintain competitive advantage. This study aims to examine and analyze the influence of digital culture on employee job satisfaction and evaluate the role of self-reward as a moderating variable that strengthens or weakens this relationship. This research approach uses an explanatory quantitative method based on empirical research in the creative industry and modern technology sectors. Data collection was carried out through a structured questionnaire measured on a five-point Likert scale. Data analysis was tested using the Structural Equation Modeling method based on Partial Least Squares (SEM-PLS). The test results indicate that digital culture has a positive and significant effect on job satisfaction. Furthermore, the self-reward variable is proven to significantly act as a pure moderator that strengthens the positive influence of digital culture on employee job satisfaction levels. These findings provide a theoretical contribution to the literature on Human Resource Management (HRM) and organizational behavior by integrating the concept of self -reward in the dynamics of digital work. Practically, organizational leaders are advised to not only focus on providing technological infrastructure, but also on building a culture of self-appreciation and a work ecosystem that supports employee mental well-being.]]>
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