THE INFLUENCE OF ROLE MODEL AND SOCIAL MEDIA ON ALERTNESS TO BUSINESS IDEAS AMONG GENERATION Z IN BANDAR LAMPUNG

The increasing use of social media and the presence of role models around Generation Z have influenced how young people recognize business opportunities. This research examines how role model and social media affect alertness to business ideas among Generation Z in Bandar Lampung. The sampling approach employed was non-probability sampling, specifically emphasizing purposive sampling. Data was collected through questionnaires distributed to 150 Gen Z respondents in Bandar Lampung. The analysis was conducted using multiple linear regression supported by a bootstrapping approach through SPSS. The findings show that role model has a positive and significant effect on alertness to business ideas. This means that Gen Z who have strong role models tend to be more aware and sensitive in seeing business opportunities. Social media also has a positive and significant effect on alertness to business ideas, showing that social media can help Gen Z gain information and inspiration to find business ideas. These results prove that role model and social media play an important role in shaping Gen Z’s alertness to business ideas in Bandar Lampung.