Digital Technology Use and Local Entrepreneurship Development in the Gig Economy of Pematang Serai

Abstract

This study investigates the influence of User Experience (UX) on Digital Entrepreneurship Intention (DEI) through the mediating role of Perceived Value among gig-economy actors in Pematang Serai Village, Tanjung Pura District, Langkat Regency. The rapid expansion of digital platforms in rural ecosystems has reshaped entrepreneurial behavior, making UX and value perception central determinants of digital business adoption. A quantitative cross-sectional survey was conducted in 2025 involving 200 respondents consisting of gig-economy workers and micro-entrepreneurs who actively utilize digital platforms. Data were collected using a structured questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings indicate that User Experience significantly enhances Perceived Value, which in turn positively affects Digital Entrepreneurship Intention. Moreover, Perceived Value partially mediates the relationship between UX and DEI, demonstrating its psychological role as a value-based cognitive mechanism that strengthens entrepreneurial motivation in digital contexts. The structural model exhibits strong predictive accuracy, with substantial explanatory power for DEI. These results highlight the importance of improving digital platform usability, responsiveness, and perceived benefits to stimulate digital entrepreneurial participation in rural gig-economy communities. The study contributes to digital marketing, gig-economy empowerment, and rural digitalization literature by clarifying how experiential and value-driven factors shape entrepreneurial intentions.