The purpose of this study is to examine the influence of attitude, subjective norm, perceived behavioral control, gender and self-efficacy towards college students' intention to practice online business in Surabaya. Theory of planned behavior is used to analyze student intention to become an entrepreneur through e-commerce especially online shop platform, thus becoming solution to decrease unemployment rate in Indonesia and furthermore increasing the economy of Indonesia in general. This research uses primary data resources which collected directly by distributing questionnaires to 114 respondents. The respondents are college students that use e-commerce application at least once a month. The findings of this study are attitude has a negative effect towards student' s intention to practice online business, subjective norm and perceived behavioral control have a positive effect towards student' s intention to practice online business. Self-efficacy could not moderate the effect of attitude on student' s intention to practice online business. Female college students have a higher intention to practice online business compared to male college students.
AbstrakTujuan dari penelitian ini untuk menganalisis pengaruh attitude, subjective norm, perceived behavioral control, gender dan self-efficacy terhadap niatan mahasiswa untuk menjalankan bisnis secara online di Surabaya. Penelitian ini menggunakan Theory of Planned Behavior dalam menganalisis niat mahasiswa untuk menjadi wirausaha yang berbasis penjualan digital terutama online shop, sehingga dapat menjadi solusi untuk mengurangi tingkat pengangguran di Indonesia, terlebih lagi dapat meningkatkan perekonomian Indonesia secara umum. Penelitian ini menggunakan sumber data primer yang diperoleh secara langsung dengan menyebarkan kuesioner kepada 114 responden. Kriteria responden adalah mahasiswa yang menggunakan aplikasi e-commerce setidaknya sebulan sekali. Temuan dari penelitian ini adalah attitude memiliki pengaruh negatif terhadap student's intention to practice online business, subjective norm dan perceived behavioral control memiliki pengaruh positif terhadap student's intention to practice online business. Self-efficacy tidak mampu memoderasi pengaruh attitude terhadap student's intention to practice online business. Mahasiswa perempuan memiliki student's intention to practice online business yang lebih tinggi daripada mahasiswa laki-laki.
JEL Classification: M1, M13