The Role of Digital Adoption Attitude and Digital Literacy in Increasing Entrepreneurial Success In Digital Era

Abstract

Transforming a business model into a digital business is both a challenge and an opportunity for entrepreneur. This research aims to analyze the effect of digital adoption attitudes and digital literacy on entrepreneurial success in the digital era. The research was conducted using a survey method, with a sample of 190 entrepreneur who had transformed their business to a digital business in Indonesia. Hypothesis testing uses Structural Equation Modelling analysis with software Smart PLS 3. The results of the analysis show that digital adoption attitude and digital literacy have a positive effect on entrepreneurial success in the digital era, and digital literacy mediates the effect of digital adoption attitude on entrepreneurial success in the digital era. The managerial implication of this research is the importance of developing digital literacy and a positive attitude towards the adoption of digital technology to increase the potential success for entrepreneurship in the digital environment.