Eksplorasi Faktor Pendorong Mahasiswa untuk Terlibat dalam Aktivitas Ekonomi Berbasis Platform Digital (Gig Economy)

Moh. Zaini; Siti Jamilatul Miladiyah; Abd. Salim

doi:10.59086/jam.v4i1.694

Authors

Moh. Zaini STIE Bakti Bangsa
Siti Jamilatul Miladiyah STIE Bakti Bangsa
Abd. Salim STIE Bakti Bangsa

DOI:

https://doi.org/10.59086/jam.v4i1.694

Keywords:

perkembangan ilmu ekonomi, gig economy, mahasiswa, platform digital, motivasi kerja

Abstract

Perkembangan teknologi digital telah mendorong perkembangan ilmu ekonomi dengan munculnya ekonomi berbasis platform, yang dikenal sebagai gig economy, sebagai alternatif baru dalam dunia kerja. Fenomena ini semakin menarik minat kalangan mahasiswa yang mencari fleksibilitas, pendapatan tambahan, serta pengalaman kerja non-tradisional. Penelitian ini bertujuan untuk mengeksplorasi faktor-faktor yang mendorong keterlibatan mahasiswa dalam aktivitas ekonomi berbasis platform digital. Menggunakan pendekatan kualitatif dengan metode wawancara mendalam, data dikumpulkan dari 15 mahasiswa yang aktif dalam berbagai jenis pekerjaan gig, seperti ojek online, jasa freelance, dan penjualan produk melalui platform digital. Hasil penelitian menunjukkan bahwa motivasi ekonomi, fleksibilitas waktu, perkembangan keterampilan digital, dan pengaruh lingkungan sosial merupakan faktor utama yang mendorong partisipasi mahasiswa. Selain itu, akses terhadap teknologi dan kemudahan penggunaan platform juga berperan penting. Temuan ini memberikan implikasi bagi lembaga pendidikan tinggi, penyedia platform digital, serta pembuat kebijakan untuk memahami dinamika baru dunia kerja di kalangan generasi muda.

The advancement of digital technology has driven the development of economic science through the emergence of platform-based economies, commonly referred to as the gig economy, which serves as a new alternative in the world of work.. This phenomenon has increasingly attracted university students who seek flexibility, additional income, and non-traditional work experiences. This study aims to explore the factors that drive student engagement in digital platform-based economic activities. Employing a qualitative approach through in-depth interviews, data were collected from 15 students actively involved in various forms of gig work, such as ride-hailing services, freelance jobs, and product sales through digital platforms. The findings indicate that economic motivation, time flexibility, the development of digital skills, and social environment influence are the main factors driving student participation. Additionally, access to technology and the user-friendliness of platforms also play significant roles. These findings offer important implications for higher education institutions, digital platform providers, and policymakers in understanding the evolving dynamics of the labor market among the younger generation.

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