Entrepreneurial Intention di Era Gig Economy: Peran Pendidikan Kewirausahaan dan Media Sosial
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Abstract
Adanya kesenjangan antara pengetahuan kewirausahaan yang dipelajari di kelas dengan kemampuan mahasiswa untuk menerapkannya di kehidupan nyata, serta kurangnya pemanfaatan social media sebagai platform bisnis dalam gig economy menjadi masalah penting. Penelitian ini bertujuan untuk menyelidiki pengaruh Entrepreneurship Education (EE) dan Social Media (SM) dalam membentuk Entrepreneurial Intention (EI) mahasiswa. Melalui pendekatan kuantitatif eksplanatif dengan desain survey cross-sectional penelitian ini melibatkan 267 mahasiswa sebagai sampel penelitian. Data dikumpulkan melalui kuesioner yang dikembangkan dan diadaptasi dari instrumen tervalidasi sebelumnya, kemudian dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui perangkat lunak Warp-PLS versi 7.0. Kebaruan studi ini terletak pada pengintegrasian Entrepreneurship Education (EE) dan Social Media (SM) dalam kerangka Theory of Planned Behavior dan Social Cognitive Theory serta mengungkap peran EE dan SM dalam meningkatkan EI mahasiswa yang telah menerima mata kuliah kewirausahaan. Hasil penelitian menunjukkan bahwa Entrepreneurship Education (EE) dengan koefisien jalur sebesar 0.250 (p<0.001) secara signifikan memengaruhi Entrepreneurial Intention (EI) melalui pengetahuan, keterampilan, dan kontrol perilaku yang dirasakan mahasiswa. Selain itu, Social Media (SM) juga berpengaruh positif terhadap Entrepreneurial Intention (EI) dengan koefisien jalur lebih besar yaitu 0.293 (p<0,001). Hal ini menunjukkan bahwa paparan konten bisnis, kisah sukses wirausahawan, serta peluang interaksi dan transaksi melalui media sosial secara efektif memperkuat Entrepreneurial Intention (EI) mahasiswa.
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