Pengaruh Perceived Desirability Terhadap Entrepreneurial Intention  Pada Generasi Z Yang Berdomisili di Kota Kediri

Sri Hariyanti; Oktaria Ardika Putri

doi:10.30762/al-muraqabah.v5i1.2578

Authors

Sri Hariyanti Universitas Islam Negeri Syekh Wasil Kediri
Oktaria Ardika Putri Universitas Islam Negeri Syekh Wasil Kediri

DOI:

https://doi.org/10.30762/al-muraqabah.v5i1.2578

Keywords:

Perceived Desirability, Niat Berwirausaha, Generasi Z, kewirausahaan

Abstract

Penelitian ini bertujuan untuk mengeksplorasi pengaruh perceived desirability terhadap niat berwirausaha (entrepreneurial intention) pada Generasi Z yang berdomisili di Kota Kediri. Generasi Z dikenal sebagai generasi digital yang memiliki ketertarikan tinggi terhadap dunia kewirausahaan, namun belum sepenuhnya terungkap faktor-faktor pendorong utamanya. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode survei dan wawancara mendalam terhadap beberapa informan yang merupakan anggota Generasi Z di Kediri. Hasil penelitian menunjukkan bahwa persepsi terhadap keinginan untuk berwirausaha dipengaruhi oleh sejumlah faktor, seperti nilai sosial, motivasi intrinsik, dukungan lingkungan, serta ekspektasi terhadap keberhasilan bisnis. Faktor perceived desirability yang kuat terbukti mendorong lahirnya niat untuk berwirausaha, khususnya di bidang industri kreatif seperti kuliner, Fashion, dan digital marketing. Temuan ini memperkuat teori Entrepreneurial Event Model Shapero dan Sokol serta menegaskan pentingnya pendekatan yang relevan secara kultural dan generasional dalam membangun ekosistem kewirausahaan. Penelitian ini merekomendasikan penguatan program pembinaan dan promosi wirausaha yang berbasis minat generasi muda, guna mendukung pertumbuhan ekonomi lokal yang berkelanjutan.

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