THE INFLUENCE OF KNOWLEDGE AND INTRINSIC MOTIVATION ON STUDENTS' ENTREPRENEURIAL INTEREST IN THE GIG ECONOMY ERA

Abstract

The fast growth of the digital economy has created new types of jobs known as the gig economy, which focuses on flexibility, independence, and technology-based work. This shift has influenced students to pursue non-traditional careers that require entrepreneurial knowledge and self-motivation. In this context, entrepreneurship has become an important skill that allows students to create business opportunities and adapt to the changing digital work environment. This study aims to analyze the influence of entrepreneurial knowledge and intrinsic motivation on students' interest in entrepreneurship in the gig economy era. The study uses a quantitative approach with an explanatory design, aiming to test the causal relationship between entrepreneurial knowledge, intrinsic motivation, and interest in entrepreneurship. The population consists of active students at Universitas Pamulang, Indonesia, who have completed an entrepreneurship course. A total of 102 respondents were selected through purposive sampling, as they were considered to have sufficient exposure to entrepreneurship learning. Data was collected using an online questionnaire with a five-point Likert scale. The instrument includes three main variables: entrepreneurial knowledge (X₁), intrinsic motivation (X₂), and interest in entrepreneurship (Y). All items were validated using Pearson Product Moment and reliability was tested using Cronbach’s Alpha (>0.70), confirming the validity and reliability. The data was analyzed using multiple linear regression with SPSS 26, including t-test, F-test, and the coefficient of determination (R²). The results show that entrepreneurial knowledge has a positive and significant effect on interest in entrepreneurship, with a t-value of 2.407 and a significance level of 0.018. These findings align with the Theory of Planned Behavior by Ajzen (1991) and the Self-Determination Theory by Deci and Ryan (2000), which highlight that knowledge strengthens perceived behavioral control, while intrinsic motivation increases positive attitudes toward entrepreneurship. In practice, these results show that universities should not only provide theoretical entrepreneurship education but also foster intrinsic motivation through experiential learning, digital projects, and mentoring programs. In conclusion, entrepreneurship knowledge and intrinsic motivation significantly influence students' interest in entrepreneurship in the gig economy, with intrinsic motivation having the most impact. Therefore, entrepreneurship education must integrate both cognitive and psychological aspects to prepare students for flexible, digital-based entrepreneurial opportunities in the modern economy.