The Role of Organizational Citizenship Behavior, Servant Leadership on Employee Creativity: An Empirical Study of University in Manado

Purpose: The aim of this research is to analyze the variables organizational citizenship behavior on employee creativity, servant leadership on organizational citizenship behavior and servant leadership has a significant influence on employee creativity. Method: This research uses a quantitative approach with a verification type of research. The sampling technique uses simple random sampling and data collection uses an online questionnaire distributed via social media. Data analysis is quantitative/statistical in nature with the aim of testing predetermined hypotheses. Meanwhile, the method that will be used is explanatory research. This research uses a Likert measurement scale with a scale of s to 5, data collection methods using questionnaires and documentation. The research sample was 324 university employees/educational staff in Manado. The types and sources of data used are primary and secondary data. The data analysis technique used in this research is SEM-PLS analysis using the SmartPLS version 4.0 application to determine model tests, hypothesis tests and mediation tests. Results and conclusion: The results of this research are that organizational citizenship behavior has a significant influence on employee creativity, servant leadership has a significant influence on organizational citizenship behavior and servant leadership has a significant influence on employee creativity. Based on the research findings, it can be concluded that: 1. Organizational citizenship behavior (OCB) has an impact on employee creativity. This is because, the greater the voluntary work behavior or organizational citizenship behavior carried out by University education staff in Manado, the more it will create or build employee creativity which is beneficial for the institution. Servant leadership has an impact on organizational citizenship behavior (OCB) in employees. This is because, if a leader runs an institution with a leadership style that serves well, it will encourage organizational citizenship behavior (OCB) of University education staff in Manado. 3. Servant leadership apparently has no impact on employee creativity. This is because, at the University in Manado, the role of a leader with a servant leadership style does not encourage the creation of creativity in educational staff. 4. Organizational citizenship behavior (OCB) mediates the relationship between servant leadership and employee creativity. This is because, the voluntary behavior carried out by employees by helping their colleagues in completing work is able to bridge the behavior of a serving leader to encourage creative employee behavior. Research implications: Employee creativity is very important because it is a competitive advantage that institutions need. In order for employee creativity in the University education staff in Manado to increase, encouragement from a leader is needed by implementing a servant leadership style. A leader with a servant leadership style is needed to influence, motivate and invite individuals within the institution to contribute to shaping creative behavior. Originality/value: Voluntary work behavior or organizational citizenship behavior (OCB) is needed at the University in Manado because it can bridge servant leadership to have an impact on employee creativity. By having good organizational citizenship behavior (OCB) in an institution, it indirectly provides a bridge between a leader and a servant leadership style to encourage creative employee behavior. For further research, it is recommended to test other leadership styles, because in this research the servant leadership style has been examined for its relationship with employee creativity. So further research can use an ethical leadership style.This research was conducted by distributing questionnaires to University education staff in Manado. For further research, we can test this theory in other sectors so that we can find out what the results would be if the test was carried out in different places. This research shows that leadership has no impact on employee creativity. If the results are inconsistent with previous research, it is necessary to carry out more research.