FAKTOR-FAKTOR YANG MEMPENGARUHI KECENDERUNGAN PEMILIHAN KERJAYA KEUSAHAWANAN DIGITAL DALAM KALANGAN PELAJAR PENDIDIKAN TAHUN AKHIR

Abstract

The selection of a digital entrepreneurship career is increasingly becoming an selection among final year students at university incluidng final year teacher education. The purpose of this research was to determine whether social media literacy and motivational factors (attitudes toward digital entrepreneurship, behavioural control, and subjective norms) had an impact on the tendency of digital entrepreneurial career choice during the COVID-19 pandemic among final year teacher education students. This study was also carried out to determine the level of the propensity for digital entrepreneurial career choice and the dominant factors influencing such propensity during the COVID-19 pandemic. In this study, 113 students were chosen as respondents from a total of 158 final years teacher education students from the Faculty of Management and Economics (FPE) at Universiti Pendidikan Sultan Idris (UPSI). This study used a proportional stratified random sampling method to ensure that the sample's percentage ratio was parallel to the subpopulation's percentage ratio. The influence that existed between the dependent variables and the independent variables in this study was assessed using multiple regression analysis. To answer research questions about levels and dominant factors, descriptive analysis involving mean values and standard deviations was also used. According to the study's findings, only motivational factors had a significant positive influence on the tendency of digital entrepreneurship career choice during the COVID-19 pandemic. The study's findings also show that the level of digital entrepreneurship career choice among students is medium to high, and the most powerful factor influencing this career choice tendency is motivation (subjective norm). This research is expected to help stakeholders design and implement appropriate follow-up actions to encourage prospective graduates to pursue digital entrepreneurial careers.