Analisis Faktor yang Membentuk Minat Berwirausaha Mahasiswa Gen Z pada Ekosistem Ekonomi Digital: Studi Literatur Deskripti

Abstract

This study seeks to analyze the dynamics of internal and external factors underlying entrepreneurial interest among Generation Z students within the scope of the digital economy ecosystem. Through a descriptive literature study approach, this article synthesizes various national studies that combine the Digital Entrepreneurial Ecosystem (DEE) framework and the Theory of Planned Behavior (TPB) to examine the extent to which digital stimuli influence students' psychological decisions. The study found that internal factors such as entrepreneurial attitude and digital marketing orientation play the most crucial role in triggering the intention to try business, supported by digital self-efficacy. On the external side, the massive expansion of the digital market and the integration of video commerce features have proven to reduce the need for initial capital and facilitate the initial steps for students to start a business. Nevertheless, this research highlights a wide gap between intention and action (intention behavior gap). High interest on paper does not automatically transform students into actual entrepreneurs after graduation. Critical analysis shows that social media is essentially just a neutral tool; without critical digital literacy to process market information, students tend to get trapped as consumers rather than producers. This condition is exacerbated by mental barriers such as anxiety over financial failure and social pressures that still prioritize conventional career stability. Facing this challenge, universities are demanded to overhaul the direction of entrepreneurship education from being theoretically administrative to an experiential learning-based ecosystem.