Exploring the Diffusion of Digital Technologies in Higher Education Entrepreneurship: The Impact of the Utilization of AI and TikTok on Student Entrepreneurial Knowledge, Experience, and Business Performance

Hisar Sirait, Hendratmoko, Rizqy Aziz Basuki, Rahmat Aidil Djubair, Gavin Torinno Hardipura and Endri Endri ()
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Hisar Sirait: Faculty of Business and Economics, Kwik Kian Gie School of Business, Jakarta 14350, Indonesia
Hendratmoko: Faculty of Business and Economics, Kwik Kian Gie School of Business, Jakarta 14350, Indonesia
Rizqy Aziz Basuki: Faculty of Business and Economics, Kwik Kian Gie School of Business, Jakarta 14350, Indonesia
Rahmat Aidil Djubair: School of Business & Management, University of Technology Sarawak, Sarawak 96000, Malaysia
Gavin Torinno Hardipura: Faculty of Business and Economics, Kwik Kian Gie School of Business, Jakarta 14350, Indonesia
Endri Endri: Faculty of Economics and Business, Universitas Mercu Buana, Jakarta 11650, Indonesia

Administrative Sciences, 2025, vol. 15, issue 7, 1-26

Abstract: This study investigates the impact of digital technology propagation, specifically artificial intelligence (AI) and the TikTok application, on enhancing student entrepreneurs’ entrepreneurial knowledge, business experience, and the performance of their ventures. This research employs a mixed-methods design, combining qualitative and quantitative elements, with the quantitative aspect analyzed through Structural Equation Modeling–Partial Least Squares (SEM–PLS) and the qualitative aspect analyzed through in-depth interviews with student entrepreneurs. The survey included participation from 125 students, with three additional students serving as key informants. Research findings suggest that AI directly enhances entrepreneurial knowledge and business performance, whereas TikTok indirectly influences business success by affecting the acquisition of entrepreneurial learning. The utilization of AI has a substantial direct impact on entrepreneurial expertise and business performance. In contrast, the utilization of TikTok has a moderate influence on entrepreneurial knowledge, which in turn mediates its effect on entrepreneurial success. Offer practical implications for higher education institutions to integrate AI-driven analytics and social media marketing strategies into entrepreneurship curricula. Future research should investigate the regulatory framework, long-term implications, and the inclusion of other digital platforms to refine the digital transformation of entrepreneurship education further.

Keywords: artificial intelligence; TikTok; entrepreneurship education; digital marketing; business performance (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2025
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