Pengaruh Perilaku Konsumen Digital Dan Pemanfaatan Platform Digital Terhadap Minat Berwirausaha Mandiri Mahasiswa

Abstract

The development of digital technology has changed the way people interact, shop, and conduct business. This change also affects students' mindset in viewing business opportunities. As the digital generation, students are expected to be able to leverage technological advancements to create jobs independently. However, not all students have a strong interest in entrepreneurship, making it important to examine the factors that can influence this, such as digital consumer behavior and the use of digital platforms. The purpose of this study is to determine the influence of digital consumer behavior and the use of digital platforms on the independent entrepreneurial interest of students at the Faculty of Economics and Business, Dehasen University Bengkulu. This study uses a quantitative method by distributing questionnaires to 86 respondents. Data analysis was conducted using SPSS version 21 with multiple linear regression, t-test, F-test, and coefficient of determination test. Regression equation: Y = 6.324 + 0.620X₁ + 0.238X₂ + 1.684, which describes a positive relationship between digital consumer behavior and the utilization of digital platforms on students' interest in independent entrepreneurship. The coefficient of determination (R²) of 0.870 means that both independent variables influence 87.0% of the interest in independent entrepreneurship, while the remaining 13.0% is influenced by other variables. The t-test shows that digital consumer behavior (X₁) has a significance value of 0.000 < 0.05 and the utilization of digital platforms (X₂) has a value of 0.008 < 0.05, both of which have a significant partial effect on entrepreneurial interest. The F-test also shows a value of 0.000 < 0.05, meaning that X₁ and X₂ have a significant simultaneous effect on Y.