<![CDATA[This study examines the influence of innovative organizational culture on employee performance at PT. BRI Asuransi Indonesia amid an era of digital transformation. The rapid advancement of digital technologies has fundamentally altered the competitive landscape of the insurance industry, requiring organizations to foster cultures that embrace innovation, agility, and continuous learning. Drawing on the organizational culture theory of Schein (1985) and the competing values framework of Quinn and Rohrbaugh (1983), this research employs a quantitative approach using a survey-based design. Primary data were collected from 120 employees across departments including underwriting, claims, information technology, and human resources using stratified random sampling. A structured questionnaire with 35 items was administered, and the data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) via SmartPLS 4.0 software. Findings indicate that innovative organizational culture exerts a significant positive effect on employee performance (β = 0.612, p < 0.001). Sub-dimensions of innovative culture—namely risk-taking orientation, cross-functional collaboration, continuous learning, and digital leadership—collectively account for 68.4% of the variance in employee performance. Digital transformation readiness was found to mediate the relationship between innovative culture and performance, reinforcing the importance of aligning cultural values with digital strategic objectives. The study contributes to the growing body of literature on organizational behavior in digital contexts and offers practical implications for HR practitioners and organizational leaders within the Indonesian insurance sector. Keywords: Innovative Organizational Culture, Employee Performance, Digital Transformation, PT. BRI Asuransi Indonesia, SEM-PLS]]>
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