Penelitian ini bertujuan untuk menganalisis pengaruh positif antara Attitude Toward Entrepreneurship terhadap entrepreneurial intention pada Generasi Z di Kota Tangerang. Selain itu, penelitian juga bertujuan untuk menguji adanya pengaruh positif Social Norm Toward Entrepreneurship, Perceived Behavioral Control, dan Proactive Personality terhadap Entrepreneurial Intention pada Generasi Z di Kota Tangerang. Metodologi penelitian ini menggunakan tiga teknik utama, yaitu wawancara tatap muka, penggunaan kuesioner, dan survei. Data primer diperoleh melalui kuesioner berbasis online menggunakan Google Form yang disebar melalui platform media sosial di Kota Tangerang, dengan target responden dari kelompok Generasi Z. Proses analisis data menggunakan metode structural equation modelling dengan partial least square, dan software yang digunakan adalah SmartPLS 4.0. Ukuran sampel penelitian ditentukan sejumlah 150, yang diperoleh dari gabungan 30 indikator dan 5 parameter. Hasil penelitian menunjukkan bahwa sikap terhadap niat wirausaha, norma sosial, persepsi kontrol perilaku, dan kepribadian proaktif secara positif berpengaruh pada keinginan untuk terlibat dalam wirausaha. Penelitian ini memberikan kontribusi dalam pemahaman faktor-faktor yang memengaruhi niat berwirausaha pada Generasi Z di Kota Tangerang, serta memberikan pandangan mendalam mengenai perilaku kewirausahaan dalam konteks kelompok generasi ini. / This research aims to analyze the positive influence of Attitude Toward Entrepreneurship on entrepreneurial intention in Generation Z in Tangerang City. Apart from that, the research also aims to test the positive influence of Social Norm Toward Entrepreneurship, Perceived Behavioral Control, and Proactive Personality on Entrepreneurial Intention in Generation Z in Tangerang City. This research methodology uses three main techniques, namely face-to-face interviews, use of questionnaires, and surveys. Primary data was obtained through an online-based questionnaire using Google Form which was distributed via social media platforms in Tangerang City, targeting respondents from the Generation Z group. The data analysis process used the structural equation modeling method with partial least squares, and the software used was SmartPLS 4.0. The research sample size was determined to be 150, which was obtained from a combination of 30 indicators and 5 parameters. The research results show that attitudes towards entrepreneurship, social norms, perceived behavioral control, and proactive personality positively influence the desire to engage in entrepreneurship. This research contributes to understanding the factors that influence the entrepreneurial intentions of Generation Z in Tangerang City, as well as providing an in-depth view of entrepreneurial behavior in the context of this generation group.