THE IMPACT OF VALUES, IDENTITY AND PERSONAL NORMS ON THE ENTREPRENEURIAL INTENTION OF ECONOMIC DEPARTMENT STUDENTS

Abstract

Entrepreneurial intention among university students has become an increasingly important focus in economic and educational research, particularly as nations emphasize innovation and self-employment for sustainable growth. This study investigates the influence of personal values, self-identity, and personal norms on the entrepreneurial intention of Economics Department students at a public university in Indonesia. Drawing on the Theory of Planned Behavior and the Norm Activation Model, this explanatory research employed a quantitative survey design using a structured questionnaire distributed to 210 undergraduate students. Structural Equation Modeling (SEM) was applied to test the hypothesized relationships between the constructs. The findings indicate that personal values significantly influence both identity and personal norms, which in turn have a strong positive effect on entrepreneurial intention. Notably, identity emerged as a mediating factor, enhancing the explanatory power of personal values. This study contributes to the literature by integrating psychological and sociocultural dimensions into entrepreneurial intention modeling. Practical implications include the need for entrepreneurship education that reinforces value-driven identity formation and norm activation to foster entrepreneurial mindsets among students. Recommendations for future research and curriculum policy are also discussed.