DIRECT AND INDIRECT INFLUENCE OF ROLE MODEL ON E-COMMERCE ENTREPRENEURIAL DECISIONS: THE CASE OF GENERATION Z

  • Najmudin Najmudin Faculty of Economics and Business, Universitas Jenderal Soedirman
  • Sri Murni Setyawati Faculty of Economics and Business, Universitas Jenderal Soedirman
  • Suliyanto Suliyanto Faculty of Economics and Business, Universitas Jenderal Soedirman
  • Destia Vindha Arini Faculty of Economics and Business, Universitas Jenderal Soedirman
DOI: https://doi.org/10.20884/2.procicma.2024.3.1.10190

Abstract

This paper aims to analyze directly the impact of role model on e-commerce entrepreneurial decision and indirectly through e-commerce entrepreneurial intention. The survey method was utilized to collect the data obtained from 130 respondents from the Generation Z group born in 1996-2012 who intended to start an online business in Indonesia. The results of the analysis show that of the three proposed hypotheses, two hypotheses were accepted and one was rejected. Specifically, e-commerce entrepreneurial intention has an effect positively on e-commerce entrepreneurial decision; role model has an effect on e-commerce entrepreneurial intention, but has no effect on e-commerce entrepreneurial decision.

Published
2024-02-12
How to Cite
NAJMUDIN, Najmudin et al. DIRECT AND INDIRECT INFLUENCE OF ROLE MODEL ON E-COMMERCE ENTREPRENEURIAL DECISIONS: THE CASE OF GENERATION Z. Proceeding ICMA-SURE, [S.l.], p. 38-45, feb. 2024. ISSN 2808-2702. Available at: <https://jos.unsoed.ac.id/index.php/eprocicma/article/view/10190>. Date accessed: 12 july 2025. doi: https://doi.org/10.20884/2.procicma.2024.3.1.10190.
Citation Formats
Issue
Proceeding The 6th International Conference on Multidisciplinary Approaches for Sustainable Rural Development
Section
Articles