ANALYSIS OF THE INFLUENCE OF THREE ESSENTIAL FACTORS OF SOCIAL MEDIA IN INTENTION TO TECHNOPRENEUR BASED ON THE ENTREPRENEURIAL EVENT MODEL

ABSTRACT

Social media has become a part of daily activities for university students to communicate, learn, and do business. Research reported since 2016, research on technopreneurs for university students has continued to increase until now. The COVID-19 pandemic in Indonesia limits social activities, including activities in the office. This situation encourages university students to switch to using technology, especially social media to start a business or become a technopreneur. This study analyzes three essential factors in social media Internet ability, creativity, and computer capability for the entrepreneurial event model. This quantitative study uses the Structural Equation Model method with the Partial Lease Square technique to see the effect of the three essential factors in social media on the intention to become a technopreneur. Eight hundred and fifty-four student respondents came from various universities and cities in Indonesia. Data was collected using the snowball sampling method facilitated by Google Forms while the COVID-19 pandemic was still ongoing. The study found three essential social media factors positively affected and reinforced the entrepreneurial event model. The study found that the tendency to act and the perceived desire factor did not affect the intention of technopreneurs. It might happen because university students' psychological conditions affect the implementation of social distancing during the COVID-19 pandemic. Still, the perceived feasibility reinforces the findings previously. ICIC International © 2023.