UNM Generation Z Students Shift Toward Digital Entrepreneurship, Study Reveals Major Mindset Transformation
Students from Generation Z at Universitas Negeri Makassar are increasingly turning to digital entrepreneurship, moving away from the traditional goal of becoming job seekers and instead building businesses while still in college. This is the key finding of the academic article “Transforming the Entrepreneurial Mindset of Generation Z in Utilizing Digital Business Opportunities” written by Sumiati Tahir, Sudarmi, Hasisa Haruna, Nurhayani, and Agung Muliaman Anas from Universitas Negeri Makassar. Published in 2026 in the International Journal of Applied and Advanced Multidisciplinary Research, the study shows that entrepreneurial mindset transformation among students has reached a very high level, especially in digital innovation and economic independence. The findings come at a critical time when university graduates face increasing uncertainty in the job market. In the digital economy, formal employment is no longer seen as the only path to financial stability. For many students who grew up as digital natives, social media, e-commerce, and online creative services have become practical spaces for building businesses and generating income. The researchers found that students in the Entrepreneurship Study Program at the Faculty of Economics and Business, UNM, are experiencing a clear shift in perspective. Rather than waiting until graduation to enter the workforce, many are launching businesses during their studies and using digital tools as their primary platform.
Students from Generation Z at Universitas Negeri Makassar are increasingly turning to digital entrepreneurship, moving away from the traditional goal of becoming job seekers and instead building businesses while still in college. This is the key finding of the academic article “Transforming the Entrepreneurial Mindset of Generation Z in Utilizing Digital Business Opportunities” written by Sumiati Tahir, Sudarmi, Hasisa Haruna, Nurhayani, and Agung Muliaman Anas from Universitas Negeri Makassar. Published in 2026 in the International Journal of Applied and Advanced Multidisciplinary Research, the study shows that entrepreneurial mindset transformation among students has reached a very high level, especially in digital innovation and economic independence. The findings come at a critical time when university graduates face increasing uncertainty in the job market. In the digital economy, formal employment is no longer seen as the only path to financial stability. For many students who grew up as digital natives, social media, e-commerce, and online creative services have become practical spaces for building businesses and generating income. The researchers found that students in the Entrepreneurship Study Program at the Faculty of Economics and Business, UNM, are experiencing a clear shift in perspective. Rather than waiting until graduation to enter the workforce, many are launching businesses during their studies and using digital tools as their primary platform.
Background: Generation Z and the Digital Economy
The rapid expansion of digital technology has transformed the way young people engage with economic opportunities. In Indonesia, Generation Z has grown up surrounded by smartphones, online marketplaces, and social media platforms, giving them a natural advantage in navigating digital business ecosystems. However, access to technology alone does not guarantee entrepreneurial success. The study notes that while many students possess strong digital literacy, not all of them have developed a mature business mindset. Some are still driven by temporary online trends without long-term planning. This creates a challenge for higher education institutions seeking to foster sustainable entrepreneurship. The context of Makassar also plays an important role. The city’s local culture, which values independence, self-respect, and courage in trade, blends with the digital habits of young people, creating fertile ground for student entrepreneurship.
Research Method: 60 Student Entrepreneurs Observed
The study was conducted at the Entrepreneurship Study Program, Faculty of Economics and Business, UNM, involving 60 active students from the 2022–2024 cohorts who had already started businesses. The researchers used a descriptive qualitative approach. Data were collected through:
-in-depth interviews,
-direct observation of business activities,
-documentation of business portfolios and social media accounts.
All participants were students actively running businesses through digital platforms, including online stores, creative services, and content-based ventures.
Key Findings: E-Commerce Leads Student Business Choices
The research shows that most students choose business models that require low capital and can be managed online. The business sectors represented among respondents include:
-41.7% in e-commerce and dropshipping,
-30% in food and beverage businesses promoted digitally,
-20% in creative services such as design and content creation,
-8.3% in fintech-related services and mobile data reselling.
According to the authors, the dominance of e-commerce reflects Generation Z’s preference for business models with minimal financial risk but high market reach.
Strong Shift in Entrepreneurial Mindset
The study also measured entrepreneurial mindset transformation using a scale of 1 to 5. The average score reached 4.40, classified as very high. The indicators include:
-risk-taking ability: 4.45
-digital innovation: 4.60
-economic independence orientation: 4.72
-resilience against failure: 3.85
The highest score was in economic independence, showing that students are strongly motivated to generate their own income through business. However, resilience to failure remained the lowest indicator, suggesting emotional challenges when businesses face setbacks.
Social Media as a Business Intelligence Tool
One of the most notable findings is how students rely on social media to identify market opportunities. As many as 93.3% of respondents regularly analyze trends on platforms such as TikTok and Instagram before deciding what products to sell. In contrast, only 25% used paid advertising and just 20% collaborated with influencers. This indicates that most student businesses are still in the organic growth stage, relying on viral trends and algorithmic exposure rather than professional expansion strategies.
Mindset Directly Affects Business Survival
The study found a strong correlation between entrepreneurial mindset transformation and business sustainability. Among students classified as having a high level of mindset transformation, 84.4% were able to sustain their businesses for more than six months. Meanwhile, students with low transformation levels were far more likely to discontinue their ventures. The researchers conclude that student business success is not merely a matter of luck. A mature mindset—adaptive, innovative, and opportunity-driven—is a major factor in maintaining business continuity.
Implications for Education and the Economy
The study provides valuable insight for universities across Indonesia. Entrepreneurship education should not stop at teaching business theory. It must also strengthen students’ mental resilience, risk management skills, and ability to scale their businesses professionally. For the broader economy, the findings highlight the potential of Generation Z as a new force in the creative and digital business sectors. Their ability to identify trends quickly and launch businesses with minimal capital could make them a major driver of future urban economic growth. The authors recommend that universities include stronger training in business management, paid digital marketing, and emotional resilience to help students move from small-scale startups to sustainable enterprises.
Author Profiles
-Sumiati Tahir — lecturer and researcher at Universitas Negeri Makassar, specializing in entrepreneurship and digital business education.
-Sudarmi — academic at Universitas Negeri Makassar, focusing on educational economics.
-Hasisa Haruna — researcher in student entrepreneurship studies.
-Nurhayani — academic specializing in human resource development.
-Agung Muliaman Anas — lecturer at Universitas Negeri Makassar, specializing in digital business strategy.
Research Source
Source article:
“Transforming the Entrepreneurial Mindset of Generation Z in Utilizing Digital Business Opportunities”
Journal: International Journal of Applied and Advanced Multidisciplinary Research, Vol. 4 No. 4 (2026)
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