LITERASI DIGITAL DALAM MEMODERASI PENGARUH SIKAP, NORMA SUBJEKTIF DAN KONTROL PERILAKU YANG DIRASAKAN TERHADAP PERILAKU BERWIRAUSAHA PADA PELAKU UMKM KOTA MEDAN
Keywords:
Sikap, norma subjektif, kontrol perilaku yang dirasakan, literasi digital, perilaku berwirausaha, UMKMAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh sikap, norma subjektif, dan kontrol perilaku yang dirasakan terhadap perilaku berwirausaha, serta menguji peran literasi digital sebagai variabel moderasi pada 400 pelaku UMKM Kota Medan. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa sikap, norma subjektif, dan kontrol perilaku yang dirasakan masing-masing berpengaruh positif dan signifikan terhadap perilaku berwirausaha, dengan koefisien jalur berturut-turut sebesar 0,245, 0,188, dan 0,301 (P-value 0,000). Literasi digital juga terbukti memperkuat ketiga pengaruh tersebut, dengan koefisien interaksi sebesar 0,125, 0,109, dan 0,142 (P-value masing-masing 0,004, 0,008, dan 0,001), sehingga seluruh hipotesis penelitian diterima. Temuan ini menegaskan bahwa peningkatan literasi digital dapat memperkuat kemampuan pelaku UMKM dalam menerjemahkan sikap positif, dukungan lingkungan sosial, dan keyakinan terhadap kemampuan diri menjadi perilaku berwirausaha yang lebih nyata.References
Agung, C. I., Loasari, F., Vinsensius, V., & Sihombing, S. O. (2021). Testing extended Theory of Planned Behavior in predicting entrepreneurship intention: An empirical study. RISET: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis, 3(1), 433–448. https://doi.org/10.37641/riset.v3i1.78
Aghivirwiati, G. A., Arisanti, N. K. T., & Antika, N. K. R. (2024). Peran digital literacy dalam memoderasi pengaruh perceived desirability dan perceived feasibility terhadap minat berwirausaha generasi Z di Kecamatan Petang pada era digital. Buletin Studi Ekonomi, 29(2).
Ariyati, et al. (2025). The effect of entrepreneurship education and digital literacy on entrepreneurial behavior with self-efficacy as a mediation variable on students of the Faculty of Economics and Business. Economic Education and Entrepreneurship Journal, 8(2), 152–168. http://dx.doi.org/10.23960/E3J/v8.i2.152-168
Abdullah, R. Y., & Lawita, N. F. (2024). The impact of entrepreneurial skills development on entrepreneurial practices of managerial accounting students at Batam State Polytechnic. Journal of Applied Managerial Accounting, 8(2), 247–261. https://doi.org/10.30871/jama.v8i2.8617
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
Ajzen, I. (2005). Attitudes, Personality and Behavior (2nd ed.). Open University Press.
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
Ajzen, I. (2002). Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32(4), 665–683. https://doi.org/10.1111/j.1559-1816.2002.tb00236.x
Aslam, A. P. (2023). Do economic literacy and digital literacy among business actors registered in the Grab application contribute to entrepreneurial behavior? Pinisi Journal of Entrepreneurship Review, 1(2), 99–108. https://doi.org/10.62794/pjer.v1i2.285
Ayiku, A., Grant, E. S., & Mensah, P. K. (2022). Stimulating university student entrepreneurship: Evidence from an African developing country. Journal of Comparative International Management. https://doi.org/10.55482/jcim.2022.33294
Bawden, D. (2008). Origins and concepts of digital literacy. In C. Lankshear & M. Knobel (Eds.), Digital Literacies: Concepts, Policies and Practices. Peter Lang.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research. Journal of Personality and Social Psychology, 51(6), 1173–1182.
Che Nawi, N. S., Al Mamun, A., Hassan, A. A., Wan Ibrahim, W. S. A. A., Mohamed, A. F., & Permarupan, P. Y. (2022). Agro-entrepreneurial intention among university students: A study under the premises of Theory of Planned Behavior. SAGE Open. https://doi.org/10.1177/21582440211069144
Conner, M., & Norman, P. (2021). Predicting and Changing Health Behaviour: Research and Practice with Social Cognition Models. Open University Press.
Covin, J. G., & Slevin, D. P. (1991). A conceptual model of entrepreneurship as firm behavior. Entrepreneurship Theory and Practice, 16(1), 7–25.
Duong, C. D., & Vu, N. X. (2023). The single, complementary, balanced, and imbalanced influences of entrepreneurial attitudes and intentions on entrepreneurial behaviors: Polynomial regression with response surface analysis. Heliyon, 9(3), e14604. https://doi.org/10.1016/j.heliyon.2023.e14604
Fayolle, A., & Liñán, F. (2014). The future of research on entrepreneurial intentions. Journal of Business Research, 67(5), 663–666.
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Addison-Wesley.
Ganefri, G., Kamdi, W., Makky, M., Hidayat, H., & Rahmawati, Y. (2024). Entrepreneurship education and entrepreneurial intention among university students: The roles of entrepreneurial mindset, digital literacy, and self-efficacy. Journal of Social Studies Education Research, 15(4).
Hasmidyani, D., Mardetini, E., & Amrina, D. E. (2022). Generasi Z dan kewirausahaan: Mengukur intensi berwirausaha berbasis Theory of Planned Behavior. Jurnal Ekonomi Pendidikan dan Kewirausahaan, 10(1), 19–30. https://doi.org/10.26740/jepk.v10n1.p19-30
Ip, C. Y. (2024). Effect of digital literacy on social entrepreneurial intentions and nascent behaviours among students and practitioners in mass communication. Humanities and Social Sciences Communications, 11, 34. https://doi.org/10.1057/s41599-023-02587-w
Jannah, M. (2024). Exploring the role of economic and digital literacy in shaping entrepreneurial behavior in online business platforms. Pinisi Journal of Entrepreneurship Review, 2(3). https://doi.org/10.62794/pjer.v2i3.4032
Mishra, A., & Singh, P. (2022). Attitude, subjective norms, and perceived behavioural control as predictors of entrepreneurial intentions among engineering students. Prabandhan: Indian Journal of Management, 15(5), 43–58. https://doi.org/10.17010/pijom/2022/v15i5/169580
Mustain, M., Murwani, F. D., & Mukhlis, I. (2023). The effect of digital literacy on entrepreneurial intention through entrepreneurial attitude. Formosa Journal of Applied Sciences, 2(12), 3361–3370. https://doi.org/10.55927/fjas.v2i12.7066.
Novela, D., et al. (2024). Digital literacy and entrepreneurial skills development: Implications for MSME performance. Jurnal Aplikasi Bisnis dan Manajemen (JABM).
Otchengco, A. M., Jr., & Akiate, Y. W. D. (2021). Entrepreneurial intentions on perceived behavioral control and personal attitude: Moderated by structural support. Asia Pacific Journal of Innovation and Entrepreneurship, 15(1), 14–25.
Rani, N. S. S. M., & Salim, S. A. (2024). The relationship between digital literacy and entrepreneurial intention in a new business. Research in Management of Technology and Business, 5(1), 301–312.
Rueda, G., Rodriguez, J., Plaza, A., Vélez, C., & Zuluaga, M. (2021). Entrepreneurial intentions of university students in Colombia: Exploration based on the Theory of Planned Behavior. Journal of Education for Business. https://doi.org/10.1080/08832323.2021.1918615
Shapero, A., & Sokol, L. (1982). The social dimensions of entrepreneurship. In C. A. Kent, D. L. Sexton, & K. H. Vesper (Eds.), Encyclopedia of Entrepreneurship. Prentice-Hall.
Sharma, S., Durand, R. M., & Gur-Arie, O. (1981). Identification and analysis of moderator variables. Journal of Marketing Research, 18(3), 291–300.
Setyawati, I., Zulfadlih, L. O., Qasas, A., Pramana, A. A., & Ibrahim, R. (2022). Digital literacy and financial literacy on entrepreneurial behavior in MSMEs (fishery products for coastal and mining communities Southeast Sulawesi). International Journal of Management and Education in Human Development.
Yuniar, A. M., & Subroto, W. T. (2024). Pengaruh pengetahuan kewirausahaan dan literasi digital terhadap perilaku berwirausaha melalui variabel efikasi diri kewirausahaan sebagai mediasi pada siswa kelas XI IPS di SMAN 20 Surabaya. Jurnal Paradigma Ekonomika, 19(2), 700–716. https://doi.org/10.22437/jpe.v19i2.36561
Wardana, L. W., Ahmad, A., Indrawati, A., Maula, F. I., Mahendra, A. M., Fatihin, M. K., Rahma, A., Nafisa, A. F., Putri, A. A., & Narmaditya, B. S. (2023). Do digital literacy and business sustainability matter for creative economy? The role of entrepreneurial attitude. Heliyon, 9(1), e12763. https://doi.org/10.1016/j.heliyon.2022.e12763
Wahono, J. W., & Rumangkit, S. (2024). The development of entrepreneurial intention model using Theory of Planned Behavior and entrepreneurial event. International Journal of Business Economics, 5(2), 150–165. https://doi.org/10.30596/ijbe.v5i2.18428
Vamvaka, V., Stoforos, C., Palaskas, T., & Botsaris, C. (2020). Attitude toward entrepreneurship, perceived behavioral control, and entrepreneurial intention: Dimensionality, structural relationships, and gender differences. Journal of Innovation and Entrepreneurship, 9, Article 5. https://doi.org/10.1186/s13731-020-0112-0
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Peran Simanihuruk, Roslinda Sagala, Yohana Mutiara, Pandapotan Sitompul, Deddy Ray Girsang
This work is licensed under a Creative Commons Attribution 4.0 International License.
