How Social Media Impact Digital Entrepreneurial Intention Among Private University Students in Bandung City

Abstract

Social media has become the most accessed internet service technology while most entrepreneurs use it as a business tool. Many scholars believe social media could gener- ate an individual's intention to start a business with digital assistance. However, the growth of social media users is not in line with the number of digital entrepreneurs in Indonesia, espe- cially in Bandung city, allhough graduate students from university are expected to overcome this issue. The objective of this research was to measure prior knowledge, self-efficacy, social media, and digital entrepreneurial intention variables, and to find out the causal effect of social media as moderating variable on an individual's digital entrepreneurial intention. By using guantitative research, a guestionnaire was distributed through social media to final-year students of Telkom University, Widyatama University, and Parahyangan Catholic University using the S1 Business Management Program. The 356 valid data were analyzed with SEM analysis and Lisrel 8.70 software