PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

This study examines how students use social media as a business medium base. Using UTAUT model developed by Venkatesh, it shows factors that affect one's acceptance of information technology. There are four constructs/variables that affect behaviour of technology acceptance: performance expectancy, social influence, effort expectancy, and facilitating conditions. The research method is verification and explanatory survey. The study population is 21 student entrepreneurs of Universitas Pendidikan Indonesia who use social media as a business medium. Data is analysed using partial least square-path modeling (PLS-PM) using SmartPLS 3 software. The results indicate that UTAUT is a good model that proves performance expectancy, effort expectancy, social influence and facilitating conditions have a positive effect on behavior intention and implications on user behaviour. This means that student entrepreneurial behavior in using social media for business needs to focus performance.