Factors Influencing Female Undergraduate Business Students' Work in Digital Companies in Indonesia

Abstract

The research problem is that despite the benefit of gender equality to propel commercial growth, women in Indonesian digital technology sector are disproportionately outnumbered. The purpose of this quantitative study is to examine the factors that influence female undergraduate business students at seven private universities in the Greater Jakarta region to work in digital companies in Indonesia. The research could shed light on the relationship between personal attitude, subjective norms, and perceived behavioral control towards the intention of female undergraduate business students to work in digital companies with employer branding as the moderating variable. This study contributed to the worldwide phenomena by examining the characteristics that influence female undergraduate business students' intentions to work in digital firms at seven private institutions in the Greater Jakarta region.