The Impact of Digital Collaboration Platforms on Hybrid Work Productivity in the FMCG Industry

This study investigates the impact of digital collaboration platforms on hybrid work productivity by examining how Digital Tools Proliferation and Task-Technology Fit influence Context Switching Costs and Decision-Making Speed. The rapid adoption of hybrid work in the Fast-Moving Consumer Goods (FMCG) industry has driven a massive increase in the daily use of various digital applications. However, the growing reliance on multiple fragmented platforms introduces challenges related to cognitive load and workflow efficiency, which can undermine operational responsiveness. To address these issues, data were obtained through a purposive sampling method involving 232 active FMCG employees who operate within hybrid work arrangements. Using Structural Equation Modeling (SEM) with SmartPLS, the empirical results indicate that Digital Tools Proliferation and Task-Technology Fit significantly increase Context Switching Costs. Nevertheless, Task-Technology Fit remains the most dominant driver in accelerating Decision-Making Speed. Interestingly, the study reveals that the abundance of digital tools and high switching costs do not impede operational speed. Qualitative findings explain this anomaly, showing that employees proactively create communication shortcuts via informal messaging applications to bypass official system bureaucracy and achieve real-time alignment. Based on these findings, this study recommends that organizations develop an integrated, single-screen collaboration system that combines instant communication with task tracking to reduce cognitive load while maintaining operational agility.