The Influence of Openness to Experience, Entrepreneurial Knowledge, and Digital Literacy on the Interest in Entrepreneurship among Generation Z in the Special Region of Yogyakarta

Sazkia Lutfi Anggitia; Ema Nurmaya; Ani Muttaqiyatun; Suryana Hendrawan

doi:10.56741/IISTR.jmsd.001775

Authors

Sazkia Lutfi Anggitia
sazkialutfi05@gmail.com
Universitas Ahmad Dahlan
Ema Nurmaya Universitas Ahmad Dahlan https://orcid.org/0000-0002-4041-174X
Ani Muttaqiyatun Universitas Ahmad Dahlan
Suryana Hendrawan Universitas Ahmad Dahlan

DOI:

https://doi.org/10.56741/IISTR.jmsd.001775

Keywords:

Digital Literacy, Entrepreneurial Knowledge, Openness to Experience

Abstract

Entrepreneurship is one of the efforts to reduce unemployment and improve the economy in Indonesia. Compared to other countries, interest in entrepreneurship in Indonesia is still relatively low. Therefore, the government has made Generation Z a top priority to increase interest in entrepreneurship. This study aims to determine the influence of openness to experience, entrepreneurial knowledge, and digital literacy on the interest in entrepreneurship among Generation Z in the Special Region of Yogyakarta. The population in this study was all Generation Z in the Special Region of Yogyakarta, with a sample of 207 Generation Z respondents residing in the region. This study was conducted using quantitative methods with primary data obtained from questionnaires distributed via Google Forms and measured using a Likert scale. This study used non-probability sampling with purposive sampling techniques. This research was processed using SPSS version 22. The data analysis techniques in this study used validity and reliability instrument tests, multiple linear regression analysis, t-tests, F-tests, and determination coefficients. The results of this study indicate that openness to experience and entrepreneurial knowledge partially have a positive and significant effect on the entrepreneurial interest of Generation Z. Meanwhile, digital literacy does not affect the entrepreneurial interest of Generation Z.

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Author Biographies

Sazkia Lutfi Anggitia, Universitas Ahmad Dahlan

is an undergraduate student in the Management Study Program, Faculty of Economics and Business, Universitas Ahmad Dahlan (UAD), Yogyakarta, Indonesia. Her academic interests focus on digital literacy, entrepreneurial behavior, and Generation Z studies. She actively participates in research projects and academic discussions related to youth entrepreneurship development and digital transformation in business. She aspires to contribute to innovative research supporting sustainable entrepreneurship. (email: sazkialutfi05@gmail.com).

Ema Nurmaya, Universitas Ahmad Dahlan

is a lecturer and researcher in the Management Study Program, Faculty of Economics and Business, Universitas Ahmad Dahlan (UAD), Yogyakarta, Indonesia. Her academic expertise centers on human resource management, organizational behavior, and employee development. She has been involved in various research and community service projects related to workforce performance and organizational effectiveness. Her work emphasizes strategic human capital development in modern organizations. (email: ema.nuryama@mgm.uad.ac.id).

Ani Muttaqiyatun, Universitas Ahmad Dahlan

is a lecturer and researcher in the Management Study Program, Faculty of Economics and Business, Universitas Ahmad Dahlan (UAD), Yogyakarta, Indonesia. Her research interests include human resource management, organizational behavior, and employee development. She is actively engaged in academic research, student supervision, and institutional development initiatives. Her scholarly contributions focus on enhancing organizational performance through effective leadership and sustainable human resource practices. (email: animtq@mgm.uad.ac.id).

Suryana Hendrawan, Universitas Ahmad Dahlan

is a lecturer and researcher in the Management Study Program, Faculty of Economics and Business, Universitas Ahmad Dahlan (UAD), Yogyakarta, Indonesia. His academic interests include marketing management, consumer behavior, and digital marketing. He conducts research on contemporary marketing strategies and digital consumer trends. His work supports the development of data-driven marketing approaches for businesses adapting to the evolving digital marketplace. (email: suryana.hendrawan@mgm.uad.ac.id).

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