MEDIA SOSIAL SEBAGAI VARIABEL MEDIASI KREATIVITAS DIGITAL DAN INTENSI BERWIRAUSAHA PADA GENERASI Z

Agung Baskoro Adi

doi:10.31955/mea.v10i2.7622

Agung Baskoro Adi Politeknik NSC, Kota Surabaya

DOI: https://doi.org/10.31955/mea.v10i2.7622

Abstract

Penelitian ini bertujuan untuk mengkaji peran media sosial sebagai variabel mediasi dalam hubungan antara kreativitas digital dan intensi berwirausaha pada Generasi Z di Indonesia. Meskipun penelitian sebelumnya telah menekankan pentingnya kreativitas dalam mendorong intensi berwirausaha, perhatian terhadap mekanisme yang menjelaskan bagaimana platform digital memfasilitasi hubungan tersebut, khususnya di negara berkembang, masih terbatas. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data dari 150 mahasiswa di lima kota besar di Indonesia, yang dianalisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa kreativitas digital berpengaruh positif dan signifikan terhadap penggunaan media sosial serta intensi berwirausaha. Selain itu, media sosial terbukti berperan sebagai mediator yang signifikan dalam memperkuat transformasi kreativitas digital menjadi intensi berwirausaha. Penelitian ini memberikan kontribusi teoritis dengan memperluas Theory of Planned Behavior melalui integrasi lingkungan digital sebagai mekanisme mediasi. Secara praktis, temuan ini memberikan implikasi bagi pengembangan pendidikan kewirausahaan, program inkubasi bisnis digital, serta kebijakan dalam mendorong kewirausahaan generasi muda di era digital.

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