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All Journal Journal Research of Social Science, Economics, and Management
Sunarto Sunarto
Universitas 17 Agustus 1945 Samarinda, Indonesia
Environmental Science

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The Effect of Artificial Intelligence, Automation, and Burnout on the Performance of Generation Z Employees in the City of Samarinda Nurhayati Nurhayati; Catur Kumala Dewi; Sunarto Sunarto
Journal Research of Social Science, Economics, and Management Vol. 5 No. 8 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i8.1378

Abstract

This research examines the influence of Artificial Intelligence (AI), automation, and burnout on the performance of Generation Z employees in Samarinda City. The rapid development of digital technology has prompted companies to adopt AI and automation to improve efficiency, while simultaneously increasing the risk of burnout among young workers who are highly adaptive to technological change. Using a quantitative approach, data were collected from 96 Gen Z employees through an online questionnaire employing a Likert scale. The samples were selected using purposive sampling, and the data were analyzed with multiple linear regression using SPSS. The findings show that AI has a positive but insignificant effect on employee performance due to its suboptimal utilization and the fact that not all job positions have integrated AI-based systems. Automation has a positive and significant effect, indicating that automated processes enhance efficiency, accelerate task completion, and reduce human error. Conversely, burnout has a negative and significant effect on performance, suggesting that high levels of stress, emotional fatigue, and workload pressure lead to decreased productivity. Overall, AI, automation, and burnout simultaneously have a significant influence on Gen Z employee performance, emphasizing the importance of integrating technological advancement with effective stress management strategies to maintain optimal performance in the digital era.
The Effect of Price, Customer Reviews, and Online Merchandising on Customer Loyalty with Purchase Intention as an Intervening Variable at Nusantara Medika Jaya Store in Samarinda Eka Yudhyani; Aliyah Aghitsni; Ivana Barus; Titin Ruliana; Sunarto Sunarto
Journal Research of Social Science, Economics, and Management Vol. 5 No. 9 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i9.1379

Abstract

This research aims to analyze the influence of price, online customer reviews, and online merchandising on customer loyalty, with purchase intention as an intervening variable at the Nusantara Medika Jaya Store in Samarinda on the Shopee platform. The population in this study consists of all consumers who have visited or transacted at the Nusantara Medika Jaya Store via Shopee within the last six months. The sampling technique employed was non-probability sampling with a purposive sampling approach, resulting in 211 respondents. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 software. The results of the study indicate that out of the ten hypotheses tested, four were accepted and six were rejected. The main findings show that online merchandising has a positive and significant effect on purchase intention, and purchase intention has a positive and significant effect on customer loyalty. Furthermore, purchase intention is proven to mediate the influence of online merchandising on customer loyalty. Price was found to have a positive and significant direct effect on customer loyalty but did not significantly influence purchase intention. On the other hand, online customer reviews were not proven to have a significant influence on either purchase intention or customer loyalty within this research model. These results confirm that online merchandising is the primary driver of purchase intention, while price serves as a direct determining factor in building long-term customer loyalty at the Nusantara Medika Jaya Store in Samarinda.
Co-Authors Aliyah Aghitsni Catur Kumala Dewi Eka Yudhyani Ivana Barus Nurhayati Nurhayati Titin Ruliana