<![CDATA[The limited and competitive job opportunities currently make students worry about the prospective job after graduating from college, so students' alternative in facing such competition in the working world is by creating their own business. The new contribution in this research is how students divide their time between studying and entrepreneurship, and how they maintain their start-up business. Using a qualitative approach, this study combines in-depth interviews and observation as data collection techniques. The study was conducted at the Faculty of Agriculture, Hasanuddin University, which took place from September to December 2022. There are ten informants who took part in this study whose age ranging between 19 and 23 years old. They are from Faculty of Agriculture in the field of Agribusiness, Agrotechnology and Plant Protection. The study shows that entrepreneurship is an alternative job for students to earn income and to face competition in working world. This is caused by socio-cultural factors, which include family environment, entrepreneurship education, student entrepreneurial culture development programs, social environment in influencing students' interest and motivation for entrepreneurship. The strategies applied for their business include time management, division of labour, relationships between individuals, pricing and marketing strategies. To maintain their business, they apply sales and income management so that the business can run well and can develop widely.]]>
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