Yulianto, Michelle Abigail (2023) Analisis Minat Kewirausahaan Digital Melalui Pendekatan Theory of Planned Behavior yang Dimoderasi Oleh Gender (Studi Pada Mahasiswa Gen Z Jurusan Manajemen Universitas di Tangerang). Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh dari Theory of Planned Behavior (TPB) yang terdiri dari Attitude toward Behavior (ATB), Subjective Norm (SN), Perceived Behavior (PB) terhadap minat kewirausahaan digital. Penelitian ini juga bertujuan untuk mengetahui apakah Gender dapat memoderasi hubungan antara ATB, PB, SN, terhadap minat kewirausahaan digital di lingkungan universitas wilayah Tangerang. Metode penelitian yang digunakan adalah penelitian kuantitatif menggunakan teknik pengambilan sampel Purposive Sampling. Subjek penelitian ini berjumlah 240 responden terdiri dari mahasiswa generasi Z jurusan manajemen universitas di Tangerang. Aplikasi SmartPLS versi 4.0.9.6 digunakan untuk melakukan analisis data, menggunakan Partial Least Square-Structural Equation Modelling (PLS- SEM). Hasil penelitian ini mengungkapkan bahwa Attitude toward Behavior danPerceived Behavior berpengaruh positif dan signifikan terhadap Minat Kewirausahaan Digital, Perceived Behavior tidak berpengaruh positif terhadap Minat Kewirausahaan Digital, Gender tidak dapat memoderasi hubungan antara Perceived Behavior, Subjective Norm, dan Attitude toward Behavior terhadap Minat Kewirausahaan Digital.
| Item Type: | Thesis (Bachelor) | ||||||||
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| Uncontrolled Keywords: | theory of planned behavior ; attitude toward behavior ; subjective norm ; perceived behavior ; kewirausahaan digital | ||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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| Depositing User: | MICHELLE ABIGAIL YULIANTO | ||||||||
| Date Deposited: | 04 Jan 2024 02:37 | ||||||||
| Last Modified: | 04 Jan 2024 02:43 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/59666 |
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