Hustle Culture and Work-Life Balance in the Digital Live Streaming Industry: The Role of Employee Engagement
Abstract
The rapid expansion of the digital live streaming industry has intensified productivity norms that encourage constant performance and sustained online presence. This study examines the relationship between hustle culture and work–life balance among digital live streamers, with employee engagement positioned as a mediating mechanism. Drawing on the Job Demands-Resources (JD-R) model and Conservation of Resources (COR) theory, a cross-sectional survey was conducted with 226 active live streamers. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that hustle culture has a significant negative direct effect on work-life balance, while positively predicting employee engagement. Employee engagement partially mediates the relationship, suggesting that although hustle-oriented norms enhance motivational involvement, they simultaneously generate strain that undermines balance. The structural model explains 38% of the variance in work-life balance. These findings highlight the dual role of hustle culture as both an energizing and strain-inducing force in algorithm-driven work environments. Promoting sustainable digital careers requires balancing performance expectations with recovery-supportive practices to protect psychological well-being.
Pesatnya perkembangan industri live streaming digital telah memperkuat norma produktivitas yang mendorong performa secara terus-menerus dan kehadiran daring yang berkelanjutan. Penelitian ini bertujuan untuk menganalisis hubungan antara hustle culture dan work–life balance pada para live streamer digital, dengan employee engagement sebagai mekanisme mediasi. Penelitian ini menggunakan pendekatan Job Demands-Resources (JD-R) Model dan Conservation of Resources (COR) Theory. Metode penelitian dilakukan melalui survei potong lintang (cross-sectional) terhadap 226 live streamer aktif. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM).
Hasil penelitian menunjukkan bahwa hustle culture memiliki pengaruh langsung negatif yang signifikan terhadap work–life balance, namun secara positif memengaruhi employee engagement. Employee engagement terbukti memediasi secara parsial hubungan tersebut, yang menunjukkan bahwa meskipun norma hustle culture dapat meningkatkan keterlibatan dan motivasi kerja, kondisi tersebut juga menimbulkan tekanan yang berdampak pada menurunnya keseimbangan kehidupan dan pekerjaan. Model struktural dalam penelitian ini mampu menjelaskan 38% varians work–life balance. Temuan ini menegaskan bahwa hustle culture memiliki peran ganda, yaitu sebagai faktor yang meningkatkan semangat kerja sekaligus menjadi sumber tekanan dalam lingkungan kerja berbasis algoritma. Oleh karena itu, pengembangan karier digital yang berkelanjutan memerlukan keseimbangan antara tuntutan performa dan praktik pemulihan yang mendukung kesejahteraan psikologis.
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DOI: http://dx.doi.org/10.30872/psikostudia.v15i2.26213
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