THE ROLE OF WORK MOTIVATION AS MEDIATION AGAINST WORKLOAD AND QUIET QUITTING IN GEN Z CONTENT CREATORS AND AFFILIATORS, MADIUN CITY

Devi Dwi Septian, Karuniawati Hasanah

Abstract


Abstract

 

The digital revolution has had a major impact on the structure and dynamics of the global workforce. Rapidly developing information and communication technology has enabled the creation of new professions that previously did not exist, such as content creators, streamers, influencers, and affiliate marketers. This study aims to determine the effect of workload and work motivation on quiet quitting, the effect of workload on work motivation, and to determine whether work motivation can mediate the effect of workload on quiet quitting among Gen Z content creators and affiliates in Madiun City. This study is quantitative. The sample size used is 100 respondents. The sampling technique used was purposive sampling with Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis. The results of the study indicate that: 1) workload has a positive and significant effect on work motivation among content creators and affiliates, 2) work motivation has a positive and significant effect on quiet quitting among content creators and affiliates, and 3) work motivation positively mediates the effect of workload on quiet quitting among Gen Z content creators and affiliates in Madiun City.

Keywords: Reward, Training and Mentoring, Job Satisfaction, and Motivation.

 


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References


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