Social media-based online entrepreneurship approach on millennials: A measurement of job pursuit intention on multi-level marketing

Reny Nadlifatin*, Satria Fadil Persada, Mutiara Clarinda, Gogor Arif Handiwibowo, Rr Ratih Laksitowati, Yogi Tri Prasetyo, Anak Agung Ngurah Perwira Redi

*Corresponding author for this work

Research output: Contribution to journalConference articlepeer-review

5 Citations (Scopus)

Abstract

The present research explores the behavioral perspective of the millennial generation on job pursuit intention on Multi-Level Marketing companies through social media. Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) are used to assess the job pursuit intention. The data were analyzed by Structural Equation Model (SEM). Analysis reveals the strong influence of attitude on job pursuit intention. The result in this research can be used as the theoretical basis that can be very beneficial for MLM companies, investors, and academicians in marketing. Further theoretical and practical suggestions are discussed.

Original languageEnglish
Pages (from-to)110-117
Number of pages8
JournalProcedia Computer Science
Volume197
DOIs
Publication statusPublished - 2021
Event6th Information Systems International Conference, ISICO 2021 - Virtual, Online, Italy
Duration: 7 Aug 20218 Aug 2021

Keywords

  • MLM
  • Millennial
  • Social media
  • TAM
  • TPB

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