Adoption of Student Entrepreneurs Behavior in Using Social Media as a Business Media Base on UTAUT Model

Abstract

The purpose of this study is to find out how the adoption of student entrepreneur behavior in using social media as a business medium base on UTAUT model developed by Venkatesh,. This model describes the factors that affect one's acceptance of information technology. UTAUT on the model, there are four constructs/variables into a direct determinant factor that is significant to the behavior of reception technology. The fourth variable is the performance expectancy, Social influence, effort expectancy, and facilitating conditions. The research method is verification, through the explanatory survey, the study population is the student entrepreneur of Universitas Pendidikan Indonesia who uses social media as a business medium as much as 121 student entrepreneur. Data analysis technique used is partial least square-path modeling (PLS-PM) using the software SmartPLS 3.