From Scroll to Sale: How Interest and Opportunity Awareness Shape Digital Start-Up Readiness

This study aims to identify the factors influencing individuals' readiness to start a digital business in the Greater Jakarta area. Conducted in April 2025, the study used purposive sampling to collect data from 478 respondents who currently own or have previously intended to start an online business. Data were collected via an online questionnaire based on the Self-Enhancement and Self-Protection Strategies Scale (Short Form) and a Likert scale. The respondents were individuals in Indonesia who demonstrated an interest in digital entrepreneurship. Seven variables were analyzed: motivation in entrepreneurship (ME), resources (R), entrepreneurial ability (EA), opportunity identification (OI), government support (GS), information support (IS), and digital start-up readiness (SR). Six hypotheses were tested, and the results showed that five were significant: EA → SR (p = 0.000), R → SR (p = 0.005), OI → SR (p = 0.003), ME → SR (p = 0.000), and IS → SR (p = 0.008). However, GS → SR was not significant (p = 0.160). This study's main contribution is emphasizing the importance of internal factors, particularly entrepreneurial ability and information support, in enhancing individuals' digital readiness to build start-ups. These findings provide a useful basis for developing educational strategies and policy interventions to promote digital entrepreneurship in Indonesia.