<![CDATA[The rapid growth of social commerce has created new entrepreneurial opportunities for Generation Z by enabling business activities through digital platforms. Therefore, understanding the factors that influence entrepreneurial intention in the digital economy has become increasingly important. This study aims to examine the effects of internal motivation, digital literacy, financial support, and entrepreneurship education on the entrepreneurial intention of Generation Z university students within the context of social commerce. A quantitative research approach with a survey design was employed, involving 143 Generation Z students from several private universities in West Jakarta selected through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The findings reveal that internal motivation, digital literacy, financial support, and entrepreneurship education have positive and significant effects on entrepreneurial intention. Among these variables, digital literacy exerts the strongest influence, indicating that digital competence plays a crucial role in encouraging students to recognize business opportunities and engage in entrepreneurial activities through social commerce. These findings suggest that strengthening digital competencies should be integrated into entrepreneurship education to better prepare students for participation in the digital entrepreneurial ecosystem. This study provides practical implications for higher education institutions to develop entrepreneurship learning that is more responsive to digital transformation by enhancing digital literacy, implementing experiential learning, and fostering a supportive entrepreneurial ecosystem for students.]]>
