Social Media Moderation Model on Entrepreneurial Intention among Students in Indonesia and Thailand

Fitri Fitri; Mutiarini Mutiarini; Giri Dwinanda; Chalog Tubsre; Pratanna Srisuk

doi:10.32535/ijafap.v9i1.4436

Social Media Moderation Model on Entrepreneurial Intention among Students in Indonesia and Thailand

Fitri Fitri, Mutiarini Mutiarini, Giri Dwinanda, Chalog Tubsre, Pratanna Srisuk

Abstract

The rapid development of digital technology has transformed how students access information and develop entrepreneurial opportunities, with social media emerging as a key platform influencing entrepreneurial motivation. However, limited studies have examined its role as a moderating factor in strengthening entrepreneurial intention among university students. This study aims to analyze the influence of entrepreneurial mindset and educational support on entrepreneurial intention, with social media as a moderating variable. A quantitative approach was employed using survey data from 251 university students in Indonesia and Thailand (response rate: 78.4%), analyzed using moderation regression and t-tests in IBM SPSS Statistics. The results indicate that entrepreneurial mindset (? = 0.163; p = 0.008) and perceived education (? = 0.179; p < 0.001) have significant positive effects on entrepreneurial intention, while social media shows the strongest influence (? = 0.400). The model demonstrates strong explanatory power (R² = 0.780; adjusted R² = 0.703) and is statistically significant (F = 197.912; p < 0.001). Furthermore, social media significantly moderates both relationships, highlighting its strategic role in enhancing entrepreneurial intention and supporting the integration of social media-based learning in entrepreneurship education.

Keywords

Entrepreneurial Mindset; Perceived Education; Social Media; University Student; Entrepreneurship Education

Full Text:

PDF

References

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckmann (Eds.), Action control: From cognition to behavior (pp. 11–39). Springer. https://doi.org/10.1007/978-3-642-69746-3_2

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Bae, T. J., Qian, S., Miao, C., & Fiet, J. O. (2014). The relationship between entrepreneurship education and entrepreneurial intentions: A meta-analysis. Entrepreneurship Theory and Practice, 38(2), 217–254. https://doi.org/10.1111/etap.12095

Cao, V. Q., & Ngo, T. T. T. (2019). Linking entrepreneurial intentions and mindset models: A comparative study of public and private universities in Vietnam. Gadjah Mada International Journal of Business, 21(2), 115–133. https://doi.org/10.22146/gamaijb.34753

Chaniago, H., & Sayuti, A. M. (2019). Peran adopsi teknologi social media terhadap niat berwirausaha mahasiswa. Jurnal Riset Bisnis dan Investasi, 5(3), 24–35. https://doi.org/10.35313/jrbi.v5i3.1578

Chien, N. W., Paul, G. D., Nan, Z. S., Dan, R. S., Xuan, S. R., M. S., M. Z., M. F. S., M. F., Kee, D. M. H., & Ali, A. J. (2025). Understanding entrepreneurial barriers among university students: Evidence from Malaysia’s undergraduate entrepreneurs. International Journal of Accounting & Finance in Asia Pacific, 8(3), 420–436. https://doi.org/10.32535/ijafap.v8i3.4214

Gumilang, I., & Hidayatullah, D. S. (2018). Pengaruh relative advantage, complexity, compatibility, subjective norm, dan perceived behavioral control terhadap niat berwirausaha online. eProceedings of Management, 5(1).

Huang, Y., & Zhang, J. (2020). Social media use and entrepreneurial intention: The mediating role of self-efficacy. Social Behavior and Personality: An International Journal, 48(11), 1–8. https://doi.org/10.2224/sbp.9451

Indraswati, D., Hidayati, V. R., Wulandari, N. P., & Maulyda, M. A. (2021). Pengaruh penggunaan media sosial dan lingkungan keluarga terhadap minat berwirausaha mahasiswa. Jurnal Ekonomi Pendidikan dan Kewirausahaan, 9(1), 17–34. https://doi.org/10.26740/jepk.v9n1.p17-34

Jailani, M., Rusdarti, R., & Sudarma, K. (2017). Pengaruh kewirausahaan dan motivasi belajar terhadap minat berwirausaha siswa. Journal of Economic Education, 6(1), 52–59.

Kim, W., Jeong, O. R., & Lee, S. W. (2010). On social Web sites. Information Systems, 35(2), 215–236. https://doi.org/10.1016/j.is.2009.08.003

Kuckertz, A., & Wagner, M. (2010). The influence of sustainability orientation on entrepreneurial intentions. Journal of Business Venturing, 25(5), 524–539. https://doi.org/10.1016/j.jbusvent.2009.09.001

Laiq, I. (2021). Social media effects on perceptions of graduate students' entrepreneurial intentions. Journal of Enterprise and Development, 3(2), 131–151. https://doi.org/10.20414/jed.v3i2.4123

Liñán, F., & Fayolle, A. (2015). A systematic literature review on entrepreneurial intentions. International Entrepreneurship and Management Journal, 11(4), 907–933. https://doi.org/10.1007/s11365-015-0356-5

Liu, M., Gorgievski, M. J., Zwaga, J., & Paas, F. (2023). Entrepreneurship program characteristics and career intentions. Learning and Individual Differences, 101, 102249. https://doi.org/10.1016/j.lindif.2022.102249

Lok, Y. H., Oh, Z. J., Chaudhary, M. K., Azhar, N. A. B. K., Azizi, N. Z. B., Azman, N. A. B., Hassan, N. H. B., Rohaan, M., Kumari, N., & Kee, D. M. H. (2024). Social media advertisement and consumer behavior. International Journal of Accounting & Finance in Asia Pacific, 7(2), 102–115. https://doi.org/10.32535/ijafap.v7i2.3250

Martin, B. C., McNally, J. J., & Kay, M. J. (2013). Entrepreneurship education outcomes. Journal of Business Venturing, 28(2), 211–224. https://doi.org/10.1016/j.jbusvent.2012.03.002

Martínez-Gregorio, S., Badenes-Ribera, L., & Oliver, A. (2021). Effect of entrepreneurship education on intention. International Journal of Management Education, 19(3), 100545. https://doi.org/10.1016/j.ijme.2021.100545

Organisation for Economic Co-operation and Development. (2011). Thailand: Key issues and policies. OECD Publishing.

Pinho, J. C. M. R., & Soares, A. M. (2011). Technology acceptance in social networks. Journal of Research in Interactive Marketing, 5(2), 116–129. https://doi.org/10.1108/17505931111187767

Prasetio, T. (2020). Pengaruh media sosial dan motivasi terhadap minat berwirausaha. Serasi, 18(1), 35–46.

Rahm, R. (2019). Epistemologies of entrepreneurship education (Doctoral dissertation, Stockholm School of Economics).

Safitri, R., & Pradana, B. I. (2022). Organizational effectiveness of SMEs in Indonesia. Journal of International Conference Proceedings, 5(1). https://doi.org/10.32535/jicp.v5i1.1472

Sesen, H. (2013). Personality or environment in entrepreneurial intentions. Education + Training, 55(7), 624–640. https://doi.org/10.1108/ET-05-2012-0059

Tan, L. H., Liem, G. S., Salehuddin, S. N. A. B., Amirrullah, S. N. I. B., Sok, K. X., Yong, S. J. E., Jinghan, S., Ali, A. J., & Kee, D. M. H. (2025). Social media marketing and brand loyalty. International Journal of Accounting & Finance in Asia Pacific, 8(3), 437–455. https://doi.org/10.32535/ijafap.v8i3.4217

United Nations Development Programme. (2019). Youth entrepreneurship in Asia and the Pacific. UNDP.

Wilson, F., Kickul, J., & Marlino, D. (2007). Gender and entrepreneurial self-efficacy. Entrepreneurship Theory and Practice, 31(3), 387–406. https://doi.org/10.1111/j.1540-6520.2007.00179.x

Wuisang, J., Korompis, C., & Lempas, J. D. (2019). Entrepreneurship education and student attitudes. Asia Pacific Journal of Management and Education, 2(2). https://doi.org/10.32535/apjme.v2i2.550

DOI: https://doi.org/10.32535/ijafap.v9i1.4436