From digital pressure to digital support: How ICT demands and resources shape burnout and job satisfaction among Generation Z sales employees

Azzahra, Mutia and Hidayat, Wanda Gema and Singh, Rajesh Prettypal From digital pressure to digital support: How ICT demands and resources shape burnout and job satisfaction among Generation Z sales employees. Multidisciplinary Science Journal, 9 (1).

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Abstract

As digital natives, Generation Z (Gen Z) dominates the Indonesian workforce but faces unique psychological pressures from constant digital connectivity. While Information and Communication Technology (ICT) can provide essential resources, it also imposes significant digital demands that may jeopardize employee well-being. This study investigates the dual-path impact of ICT Demands and ICT Resources on Burnout and Job Satisfaction, specifically examining the mediating role of Work-Family Balance (WFB). A quantitative approach was employed to survey 140 Gen Z sales employees in Tangerang, Indonesia. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to evaluate path coefficients and mediation effects. The structural model revealed that ICT Demands significantly increase Burnout (β = 0.314, t = 4.647, p < 0.001) and diminish WFB (β = -0.361, t = 5.774, p < 0.001). Conversely, ICT Resources significantly enhance WFB (β = 0.495, t = 7.779, p < 0.001) and mitigate Burnout (β = -0.304, t = 5.011, p < 0.001). WFB acts as a critical mediator, effectively reducing Burnout (β = -0.342, t = 4.895, p < 0.001). Furthermore, Burnout was found to have a powerful negative impact on Job Satisfaction (β = -0.752, t = 14.165, p < 0.001). The model demonstrated strong predictive relevance, with R2 values of 0.666 for Burnout and 0.565 for Job Satisfaction. The findings underscore the importance of managing the technological double-edged sword to retain Gen Z. Companies must transition from merely providing digital tools to actively managing ICT-based workloads and fostering WFB-supportive policies to sustain professional engagement and minimize the high risk of Burnout in the digital era

Item Type:	Article
Creators:	Azzahra, Mutia (00000081042) Hidayat, Wanda Gema Singh, Rajesh Prettypal
Contributors:
Subjects:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.3 Personnel, Staff, Employee, Human Resource Management, Training
Divisions:	Faculty of Business > Management
Date Deposited:	26 Aug 2026 03:35
URI:	https://kc.umn.ac.id/id/eprint/49363

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