Pengaruh Pemahaman AI Dan Inovasi Digital Serta Literasi Pasar Modal Terhadap Niat Berwirausaha Digital Dengan Efikasi Diri Sebagai Variabel Mediasi

The development of artificial intelligence (AI) and digital capital markets creates new business opportunities, yet little is known about how students' understanding of both domains shapes their digital entrepreneurial intention. This study examines the effect of understanding of AI and digital innovation and of capital market literacy on digital entrepreneurial intention, with self-efficacy as a mediating variable. A quantitative survey of 153 students attending a public lecture was analysed using partial least squares structural equation modeling (PLS-SEM) in SmartPLS 4 with 5,000 bootstrap subsamples. The measurement model met the criteria for convergent validity, reliability, and discriminant validity. Understanding of AI and digital innovation (β = 0.480) and capital market literacy (β = 0.325) had positive and significant effects on self-efficacy. Self-efficacy had the strongest effect on digital entrepreneurial intention (β = 0.526) and mediated the effects of both independent variables. Capital market literacy also had a significant direct effect (β = 0.286), whereas understanding of AI and digital innovation had no direct effect (β = 0.099; p = 0.238), so its influence operates fully through self-efficacy. The model explains 69.8% of the variance in digital entrepreneurial intention. The findings imply that public lectures and entrepreneurship education should build students' self-belief rather than only transfer knowledge.