Research on Factors Affecting Generation Z Intention to Start a Business on Digital Platforms

Abstract

The development of digital platforms has opened up new opportunities for entrepreneurship especially among Generation Z. The emergence of digital platforms has revolutionized the entrepreneurial landscape, providing opportunities for individuals, particularly Generation Z, to venture into online businesses. Simultaneously, the spirit of entrepreneurship among young people is increasing; young people do not hesitate to start a business to develop the economy and improve living standards. Therefore, the study “Research on factors affecting generation z intention to start a business on digital platforms” was conducted with the goal of observing the impact factors on the desire to launch a business on a digital platform. Uses a quantitative method for research with a sample size of 312 people, focusing on students. To examine the relationship between the factors and the intention of entrepreneurship on the digital platform of generation Z, the test techniques include the T-Test, CFA, Cronbach's alpha, EFA and SEM. Quantitative data will be analyzed using statistical techniques to examine the relationship between the identified factors and digital startup intentions. The study recognized that two independent variables, entrepreneurship education and social media, have an advantageous impact on Gen Z's propensity to launch a digital business. Besides, five variables, which are the need to achieve, psychological barrier, innovativeness, entrepreneurship skills, and risk barrier, do not affect the intention to start a digital business among Generation Z. The investigation's findings conclusions will contribute to a greater comprehension of the factors that influence Gen Z's business intentions in the digital sector. The results also implied if there is enough inspiration and everything is fully prepared, beginning with equipping startup education and combining with the convenience of social media then starting a digital platform is probably one of the best choices for generation Z.