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All Journal Dinasti International Journal of Education Management and Social Science
Soraya Agustina Situmorang
Bina Nusantara University, Jakarta, Indonesia
Education

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Intergenerational Dynamics of Work Attitudes and Performance in Hybrid AI Work Soraya Agustina Situmorang; Allan Desi Alexander; Hiram Reagen Panggabean
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 4 (2026): Dinasti International Journal of Education Management and Social Science (April
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i4.6421

Abstract

This study examines how generational cohorts differ in translating workplace transformation into performance outcomes in AI-enabled hybrid systems within AI-enabled and hybrid work systems. Using an extended Job Demands–Resources framework, this study analyzes key predictors of employee performance, we examine the effects of attitudes toward change, technological adaptability, job loyalty, and social interaction on employee performance and compare Millennials and Baby Boomers using Multi-Group Analysis (MGA). Data were collected through a cross-sectional survey and analyzed using PLS-SEM with multi-group analysis to assess measurement robustness and structural path differences across cohorts. The findings reveal that social interaction is the most powerful predictor of performance across generations, with a significantly stronger effect among Baby Boomers. Technological adaptability demonstrates a universally positive impact, yet its magnitude varies by cohort. In contrast, job loyalty shows a comparatively modest contribution to performance, suggesting a shift from traditional commitment paradigms toward more conditional forms of allegiance. MGA results confirm significant generational heterogeneity in key structural paths. This study offers a contextualized model of generational performance in AI-driven work environments, this study advances a contextualized model of generational performance, offering novel insights for global scholarship on multigenerational workforce management.
Brand Switching in Skincare: The Role of Social Media Marketing, Electronic Word-of-Mouth, and Variety Seeking Rita Rita; Soraya Agustina Situmorang; Allan Desi Alexander
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 4 (2026): Dinasti International Journal of Education Management and Social Science (April
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i4.6623

Abstract

The rapid expansion of Indonesia’s local skincare industry has intensified competition and increased consumer propensity for brand switching. This study examines the effects of social media marketing (SMM) and electronic word-of-mouth (e-WOM) on brand switching behavior, incorporating variety seeking as a moderating variable. A quantitative approach was employed using partial least squares structural equation modeling (PLS-SEM) based on data collected from 312 active skincare users in the Greater Jakarta area. The findings show that e-WOM has a significant positive effect on brand switching, highlighting the critical role of peer-generated information in shaping consumer decisions. In contrast, SMM does not exhibit a significant effect, suggesting that firm-generated promotional content alone is insufficient to alter brand preferences in high-involvement product categories. Furthermore, variety seeking demonstrates a strong direct effect on brand switching and negatively moderates the relationship between SMM and brand switching, while its moderating effect on the e-WOM relationship is not significant. These results indicate that consumers with higher novelty-seeking tendencies are less responsive to promotional stimuli but remain influenced by credible interpersonal communication. This study contributes to the literature by integrating digital marketing and psychological perspectives, emphasizing the primacy of socially validated information in driving consumer switching behavior.
Co-Authors Allan Desi Alexander Hiram Reagen Panggabean Rita Rita