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Kurniasari, Florentina
Universitas Multimedia Nusantara
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Journal : Journal of Applied Data Sciences

 1 
Explaining Students' Digital Entrepreneurial Behavior: The Role of Social Media Adoption in an Integrated TPB–UTAUT Model Lestari, Elissa Dwi; Kurniasari, Florentina; Natania, Davina; Kurniawan, Alvin Yuan; Budiyanto, Hendro
Journal of Applied Data Sciences Vol 6, No 4: December 2025
Publisher : Bright Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47738/jads.v6i4.965

Abstract

Amidst digital transformation and demographic bonuses in Indonesia, the emergence of digital entrepreneurship among the younger generation has become a promising yet challenging phenomenon. The main objective of this study is to develop and empirically evaluate an integrated model that explains students' digital entrepreneurial behavior by integrating psychological and technological viewpoints and combining the Theory of Planned Behavior (TPB) and the Unified Theory of Acceptance and Use of Technology (UTAUT) approaches. TPB has been widely used to predict entrepreneurial intentions and behavior. However, TPB is not yet considered to be able to capture the role of comprehensive technology adoption in the context of digital entrepreneurship. To bridge this gap, this study integrates the UTAUT approach, which focuses on technology acceptance factors. This integration addresses the shortcoming of the TPB by completely including the impact of digital technology adoption on entrepreneurship, while the UTAUT fails to include psychological motivation. PLS-SEM analyzed data from 322 student entrepreneurs who run social media-based enterprises. The study found that the TPB-UTAUT framework explains 62.2% of the variation in social media adoption (R² = 0.622) and 62.6% of the variance in entrepreneurial activity (R² = 0.626). Eight out of nine hypotheses were supported: attitudes (β = 0.330, p 0.001) and perceived behavioral control (β = 0.189, p = 0.008) significantly influenced social media adoption, while attitudes (β = 0.155, p = 0.006), perceived behavioral control (β = 0.295, p 0.001), performance expectancy (β = 0.149, p = 0.011), and social media adoption (β = 0.225, p = 0.001) directly enhanced entrepreneurial behavior. Effort expectation influenced adoption (β = 0.183, p = 0.005) but not behavior (β = 0.101, p = 0.069). The novelty of this study lies in demonstrating that among digital-native students, effort expectancy loses significance in predicting entrepreneurial behavior, indicating a generational shift in technology adoption dynamics. These insights offer theoretical enrichment and practical implications for designing digital entrepreneurship curricula and policies in developing countries.
Exploring User Experience of an Interactive LMS for Green Entrepreneurship: An Empirical Study of the GEJUR Platform Kurniasari, Florentina; Wiratama, Jansen; Lestari, Elissa Dwi; Andoko, Andrey; Sony E N, Antonius; Fadhlan, Muhammad; Lala, Yohanes Brian Caesaryano; Hakim, Fayed Abdul; Mubarak, Akhmad Zainal
Journal of Applied Data Sciences Vol 6, No 4: December 2025
Publisher : Bright Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47738/jads.v6i4.1041

Abstract

This article aims to assess the design, development, and User Experience (UX) of GEJUR, a web-based interactive Learning Management System (LMS) designed to foster green entrepreneurship among youth in Nusa Tenggara Timur (NTT), Indonesia. This study defines green entrepreneurship as entrepreneurial activities that combine economic value creation with environmentally responsible practices that promote sustainability in business. This research enhances the domains of Human–Computer Interaction (HCI) and entrepreneurship education by illustrating how user-centered digital platforms may cultivate youth business competencies while promoting the Sustainable Development Goals (SDGs). GEJUR incorporates interactive learning modules, e-mentoring, and specific cultural features like weaved motifs (pola tenun), providing contextual relevance alongside essential LMS functions. A mixed-methods approach was employed, integrating surveys, Focus Group Discussions (FGDs), semi-structured interviews, and usability testing. Quantitative data were gathered via the System Usability Scale (SUS), whilst qualitative data documented user impressions of obstacles and anticipations. The usability evaluation, conducted with 33 individuals, resulted in a mean SUS score of 48.9, which corresponds to approximately 71.9% of the benchmark score of 68. This positions GEJUR beneath the established threshold, classified as having “poor” usability, although it remains functionally workable. Participants effectively accomplished critical tasks including authentication, course access, and quizzes, and offered favorable feedback regarding the system’s cultural integration. The results highlighted critical areas for enhancement, such as interface uniformity, minimization of response times, and more explicit user feedback. The study finds that GEJUR offers a viable yet improvable foundation for digital entrepreneurship training platforms in underprivileged areas. Subsequent study ought to broaden testing to encompass bigger and more heterogeneous user populations and implement sophisticated UX evaluation criteria beyond the SUS. Through iterative refinement, GEJUR can develop into a scalable platform that facilitates youth empowerment, sustainable business practices, and extensive socio-economic advancement.
Co-Authors Abubakar, Arlyana Ade Suyono, Kristianus Amiputra, Satria An Nisaa Syauqi Ul Jannah Andoko, Andrey Andy Firmansyah Ardi Gunardi Bonaventura Kusuma Jaya Budiyanto, Hendro Chetna Rath Daniel Antonius Deborah Naomi Tampoli Elissa Dwi Lestari, Elissa Dwi Endarto, Eko Agus Prasetyo Ernie Hendrawaty Evan Tehdi Fachry Abda El Rahman Farameita, Era Farica Perdana Putri Hakim, Fayed Abdul Ika Yanuarti Imanuel Sudarsono Johny Natu Prihanto Juliadi, Rismi Juvy Reyes Kurniawan, Alvin Yuan Lala, Yohanes Brian Caesaryano Malabika Deo Maria Bernadeta Erika Oktoviani Maya Angela Natalia Meidy Nurindah Hasri Misi, Ratu Upisika Maha Mubarak, Akhmad Zainal Natania, Davina Neskia Adyni Oktoviani, Maria Bernadetta Erika Prihanto, Johny Prio Utomo Purnamaningsih Purnamaningsih Santika, Febi Silva, Noemi da Sony E N, Antonius Syauqi Ul Jannah, An Nisaa Tjahjana, David Utomo, Prio Vina Medya Oktaviani Wilson, Timothy Wiratama, Jansen Yoke Ranlym Arifin