5 https://ijbassnet.com/ http://dx.doi.org/10.33642/ijbass.v8n12p5 ©Center for Promoting Education and Research (CPER) USA www.cpernet.org International Journal of Business and Applied Social Science E-ISSN: 2469-6501 VOL: 8, ISSUE: 12 December/2022 DOI: http://dx.doi.org/10.33642/ijbass.v8n12p5 https://creativecommons.org/licenses/by/4.0/ Effect of Empowering Leadership and Proactive Personality on Innovative Behavior in E-Commerce through Thriving at Work Vinia Auliya 1 , Widya Parimita 2 , Christian Wiradendi Wolor 3 1,2,3 Faculty of Economics and Business State University of Jakarta Email: Viniaauliya13@gmail.com, 1 widya_parimita@unj.ac.id, 2 christianwiradendi@unj.ac.id 3 Indonesia ABSTRACT The purpose of this study was to obtain empirical data regarding the variables that influence the innovative work behavior of e- commerce employees, while specifically the objectives of this study are 1) To know and analyze the direct influence of empowering leadership on innovative work behavior of e-commerce employees, 2) To know and analyze the direct effect of proactive personality on innovative work behavior of e-commerce employees, 3) Know and analyze the direct influence of growing at work on innovative work behavior of e-commerce employees, 4) Know and analyze the direct influence of empowering leadership on thriving at work of e-commerce employees commerce, 5) Knowing and analyzing the direct effect of proactive personality on thriving at work of e- commerce employees, 6) Knowing and analyzing the indirect effect of thriving at work in mediating empowering leadership towards innovative work behavior in e-commerce, 7) Knowing and analyzing the indirect influence of thriving at work in mediating a proactive personality on the innovative work behavior of e-commerce employees. This research was conducted on four iPrice versions of popular e-commerce in Indonesia, namely Shopee, Lazada, Tokopedia, and Bukalapak with a research sample of 200 permanent employees. Data analysis used the Structural Equation Modeling- Partial Least Square method. The results showed that 1) Empowering leadership has a positive effect on innovative work behavior, 2) Proactive personality has a positive effect on innovative work behavior, 3) Thriving at work has a positive effect on innovative work behavior, 4) Empowering leadership has a positive effect on thriving at work, 5) Proactive personality has a positive effect on thriving at work, 6) Empowering leadership has an effect on innovative work behavior by thriving at work, 7) Proactive personality has an effect on innovative work behavior by thriving at work. Keywords: Empowering Leadership, Proactive Personality, Thriving at Work, Innovative Behavior Introduction The fierce business competition in Indonesia, makes each organization need to show its competitive advantage. In today's era, organizations are trying to gain success in the market by creating a competitive advantage. However, it has been argued in some literature that this way of creating competitive advantage through tangible resources is now not popular among organizations and there is a shift towards human capital (HR) for organizational competitiveness. In essence, human resources (HR) are the basic key to organizational success which is reflected in the potential of employees and their achievements for organizational success (Armstrong & Taylor, 2020). Therefore, the role of HR, especially in terms of unique skills and knowledge excellence, can be considered the main source of organizational sustainability (Zhengmin Li & Bari, 2022). However, the facts shown by the Global Innovation Index 2021 Global Innovation Index, Indonesia is ranked 87th for innovation inputs and ranks 82nd for innovation outputs. If grouped by region, Indonesia occupies the 14th position in the Southeast Asia region. Malaysia, Thailand, and Brunei Darussalam are still superior to Indonesia. The survey states that "Indonesia performs best in market sophistication and its weakest performance is in business sophistication". In a free sense, Indonesia is superior in market conditions but weak in business excellence, especially in terms of innovation. This is in line with the opinion of Shanker (2017) that organizations that fail to innovate have the potential to reduce their ability to fight competition and risk exiting the market. The low 2021 Global Innovation Index is a separate focus for the thriving of superior human resources in Indonesia. This is evidenced by the statement of the Ministry of Communication and Information (2018) which states that the thriving of organizations, especially technology-based business ecosystems in Indonesia, requires the support of innovative human resources. The role of innovative human resources in supporting technology-based business ecosystems in Indonesia is in line with government programs, namely the implementation of efforts to accelerate the digital economy through the Indonesia Digital Roadmap for 2021- 2024 as a strategic guide for the journey of digital transformation in Indonesia (Indonesia.go.id, 2021). In 2021, the value of Indonesia's digital economy is recorded at USD 70 billion and this is the highest in ASEAN. This amount is expected to grow almost 5 times by 2030 with a value of USD 330 billion. The sector that contributes to the digital economy is e-commerce (Liputan6.com, 2022). E-commerce transactions make the biggest contribution to Indonesia's digital economy, where in 2021 the value reached USD 53 billion. This number is predicted to increase to USD 104 billion in 2025, with a growth rate of 18% (Kominfo,2018). The e-commerce business in Indonesia has also increased sharply with the pandemic since 2020. Electronic Commerce or e-commerce is buying and selling activities through electronic networks, especially the internet where the products sold are in the form of goods, services, sending funds, sending data, and others. According to the Southeast Asia e-Conomy report released by Google, there will be 13