The Influence of Creative Style Preference on Creative Behavior of Indonesia’ Creative Industry Workers

Abstract This study explored the role of creative style preference on employees’ involvement in creative behavior and the moderating effect of creative style preference on the relationship between organizational culture and employees’ creative behavior. The study sample included 128 creative industry workers from 6 small and medium enterprises in Indonesia. Data was collected at Jakarta in early 2018 and gathered by using a questionnaire consisted of 6 cultural dimension to measure workers’ creative behavior, namely future-oriented culture, value-oriented culture, consolidated culture, humanistic culture, conservative culture, and innovative culture. Questionnaire was assessed using Likert scale and the result was analysed with Exploratory Factor Analysis (EFA) method. The analysis indicted that there were two distinct dimensions of creative behavior: presenting creative and practical ideas and presenting creative suggestions. These two dimensions reflected the level of incremental improvement and presenting radical ideas in their activities. It is concluded that Indonesia’ creative industry workers are creative people who contributed to the productivity of an organization. It is suggested that organizations should create an organizational culture that motivates workers to improve their creativity level.