The purpose of this study was to analyze the role of perceived value in the effect of the social marketing mix on the entrepreneurial intention. The population of this research is undergraduate students from several public and private universities in Jakarta and its surrounding, with a total sample of 280 respondents. Data analysis used Structural Equation Model-Partial Least Square (SEM-PLS) with SmartPLS 3.3.3 software. The results of the study found that the social marketing mix did not have a significant effect on undergraduate students' entrepreneurial intention. Perceived value actually has a significant effect in encouraging entrepreneurial intention. The entrepreneurship program is also able to encourage undergraduate students' intentions to become an entrepreneur. However, other marketing mixes are not able to encourage respondents' intentions to become entrepreneur except through perceived value mediation

Keywords : Social Marketing, Marketing Mix, Entrepreneurial Intention, Perceived Value