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All Journal Jupiter JURNAL PROPERTY RIGHTS Jurnal Sains dan Teknologi Pangan Asia-Pacific Management and Business Application Jurnal Ilmiah Matrik Jurnal Teknik Informatika STMIK Antar Bangsa Jurnal Teknologi Sistem Informasi dan Aplikasi JURNAL PENDIDIKAN TAMBUSAI Literasi Hukum Jurnal Ilmiah Psyche Cendekia : Jurnal Pengabdian Masyarakat PREPOTIF : Jurnal Kesehatan Masyarakat Jurnal Teknologi Informatika dan Komputer Nobel Management Review Asian Management and Business Review Journal of Training and Community Service Adpertisi Paradoks : Jurnal Ilmu Ekonomi Jurnal Pengabdian Masyarakat Bangsa Kopula: Jurnal Bahasa, Sastra, dan Pendidikan DIPANEGARA KOMPUTER TEKNOLOGI INFORMATIKA (DIPAKOMTI) Kajian Ilmiah Mahasiswa Administrasi Publik (KIMAP) Journal Entrepreneurship Digital Jurnal Sistem Informasi dan Teknologi Informasi International Journal of Artificial Intelligence and Science
Fatmasari Fatmasari
Fakultas Hukum Universitas Kanjuruhan Malang
Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Prediksi Turnover Karyawan Berbasis Data Perilaku Kerja pada Karyawan Freelance Mawardha, Mutia; Dian Purnamasari, Susan; Fatmasari, Fatmasari
Jurnal Ilmiah Psyche Vol. 19 No. 2 (2025): Jurnal Ilmiah Psyche
Publisher : Direktorat Riset dan Pengabdian Masyarakat Universitas Bina Darma Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33557/bsb7bw71

Abstract

This study aims to develop a predictive model of freelance employee turnover by integrating digital work behavior data and psychological perceptions, as the high turnover rate in the freelance sector has a significant impact on the sustainability of digital platforms. A total of 150 freelance respondents from various fields in South Sumatra participated in this research. Data were collected through digital activity logs and perception surveys, including measures of job satisfaction, work stress, and affective commitment. Quantitative analysis was conducted using logistic regression and the Decision Tree (C4.5) algorithm to construct a predictive model of turnover intention. The findings indicate that work stress has a significant positive effect on turnover intention, while job satisfaction, affective commitment, and digital communication frequency have significant negative effects. The Decision Tree model demonstrated strong performance with an accuracy of 82% and an AUC of 0.85, identifying work stress and communication frequency as dominant factors in turnover prediction. These results support the Affective Events Theory and Perceived Organizational Support, showing that the combination of psychological and data-analytic approaches can serve as a foundation for developing early-warning systems for turnover in digital workforces. This study contributes to the advancement of psychology-based HR analytics within the growing gig economy in the digital era.
Building trust, reducing skepticism: Green branding and sustainable purchase behavior in Indonesia Baharuddin, Sitti Mujahida; Badaruddin, Badaruddin; Fatmasari, Fatmasari; Hafipah, Hafipah
Asian Management and Business Review Volume 6 Issue 1, 2026
Publisher : Master of Management, Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/AMBR.vol6.iss1.art16

Abstract

Growing consumer pressure for businesses to adopt sustainable practices has made green branding a global priority, particularly in emerging markets such as Indonesia where environmental challenges and rising awareness intersect. This study investigates how green brand image and message clarity influence sustainable purchase behavior through the mediating role of consumer trust, and how green skepticism shapes this process. Using a quantitative cross-sectional design, data were collected from 172 Indonesian consumers with prior experience purchasing eco-friendly products. Structural equation modeling with partial least squares (PLS-SEM) was applied to test the hypotheses. The results show that both green brand image and message clarity significantly enhance consumer trust, which in turn strongly drives sustainable purchase behavior. Trust is also confirmed as the key psychological mechanism mediating the effects of brand signals on consumer action. Importantly, the analysis reveals that green skepticism weakens this pathway: even when consumers trust a brand, higher skepticism reduces the extent to which trust translates into sustainable purchases. These findings extend Signaling Theory by demonstrating how trust and skepticism jointly shape consumer responses to green branding in a high-information-asymmetry context. Practically, the study offers actionable insights for managers and policymakers by emphasizing the need for consistent brand identity, transparent communication, and verifiable claims. By addressing both trust-building and skepticism-reduction, businesses can advance more effective green marketing strategies and foster authentic consumer engagement with sustainability.
Co-Authors .Kusnaedi, Kusnaedi Abdul Karim Anas Ahmadi Andi Muhammad Rivaldi Kadir Ansharullah ansharullah Anwar Parawangi, Anwar Ardimansyah Ardimansyah Ayu Sari, Amelisa Fitri Ayuvitasari, Sindi Azizurrohman, Muhammad Badaruddin Baharuddin, Sitti Mujahida Cahya, M. Arya Dwi Damayanti, Nita Rosa Dian Purnamasari, Susan Fadilah, Amalia Farozi, M. Fauziah , Ika Nur Febriyanti Panjaitan Ferdiansyah Ferdiansyah Haeranah, Haeranah Hafipah, Hafipah Hasniaty, Hasniaty Jannah, Fachriyahthul junaedi, dedy kristian Khotimah, Indah Husnul Kurniawan Kurniawan Mariani L Mawardha, Mutia Muamilah, Husnul Muhammad Idham Muhammad Nasir Muhammad Nur Tahir Muhammadiah Muhammadiah, Muhammadiah Mujahida, Sitti Mutia Mawardah Navira, Kholifah Raihanun Ningsih, Erda Surya Oktarina, Tri Patricia, Angela Ghiriani Pratama, Wayan Agus Putra, Briandy Tri Rahmaniar Rahmaniar, Rahmaniar Ramadhan, Zachky Retno Mumpuni, Niken Wahyuning Septian, Yusman Sitti Mujahida Baharuddin Suherlin, Muhammad Iqbal Supratman, Edi Surianto Surianto Suryani Suryani Susan Dian Purnamasari, Susan Dian Virza Hadrianti wardani, kiky rizky nova Yudiastuti, Helda Yulianingsih, Evi