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This study aims to analyze the role of organizational culture in optimizing employee performance in Lebak Bulus Village, South Jakarta. A strong organizational culture is considered to have a significant contribution in improving the effectiveness of government officials and the quality of public services to the community. This study uses a qualitative descriptive approach with a phenomenological method, which emphasizes an in-depth understanding of the experiences, views, and behaviors of employees in carrying out their duties in their work environment. The research focuses on actors (employees), social situations, and activities that occur within the village environment. Data collection techniques were carried out through observation, in-depth interviews with key and primary informants, and documentation. Data validity was tested through triangulation of sources and techniques to increase the validity of the research results. The results show that the organizational culture in Lebak Bulus Village has strengths in the aspects of innovation and risk-taking, orientation towards results, orientation towards people, and stability. However, several weaknesses were still found, such as low individual initiative, lack of attention to detail, weak team orientation, minimal levels of aggressiveness, and limited employee experience and accuracy. Opportunities for improvement can be pursued through ongoing training and the digitalization of public services, although challenges remain, including a passive work culture and resistance to policy change. Overall, organizational culture plays a crucial role in supporting employee performance improvement, but a sustainable strategy is needed to strengthen professionalism and build a more adaptive and progressive work culture. Efforts to address identified weaknesses, such as improving communication between employees, developing leadership skills, and enhancing discipline in carrying out tasks, are essential for the continued development of a positive organizational culture. Furthermore, awareness of the importance of collaboration across organizational divisions must be instilled to create a more productive and efficient work environment.

Digital business is starting to become the most popular business activity. The reason is that people continue to try to adapt to the sophistication of technology in this digital era to make it easier to do their work. Ease of carrying out digital buying and selling transactions is now available in GoTo, a company resulting from the merger of Gojek and Tokopedia. GoTo is a forum and provides access for entrepreneurs, especially MSMEs, to open businesses and sell online. Apart from making it easier for people to do business and shop, Goto also has a positive impact on the development of the Indonesian economy. Tiktok is also an online platform that influences the development of Tokopedia. Tiktok not only accommodates Tokopedia product branding but is now also one of the sales channels for Tokopedia products on its TikTokshop page. This invites high enthusiasm from economic actors. This research was conducted to find out how GoTo developed after the merger and the influence of the Tiktok and Tokopedia collaboration on the Indonesian economy. The method used is descriptive qualitative so that the data collected is correct based on literature reviews and scientific publications.