The Role of Digital Marketing Learning in Increasing Students' Interest in Entrepreneurship

Prisilia Angel Tantri; Riyanto Efendi

doi:10.55681/economina.v5i5.2060

Authors

Prisilia Angel Tantri Bisnis Digital, Politeknik Negeri Jember, Indonesia
Riyanto Efendi Pendidikan Ekonomi Universitas Jember, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i5.2060

Keywords:

Digital Marketing, Interest in Entrepreneurship, Students, Learning.

Abstract

Digital transformation has driven the importance of increasing students' entrepreneurial interest, but it remains low due to limited digital skills. This study aims to analyze the influence of digital marketing learning on the entrepreneurial interest of students in the Digital Business Department Politeknik Negeri Jember. The study used a quantitative explanatory approach with a sample of 92 students using purposive random sampling and regression analysis techniques. The results showed that digital marketing learning had a positive and significant effect on entrepreneurial interest, with a regression coefficient of 0.359 and a significance level of 0.001. These findings suggest that improving the quality of digital marketing learning can encourage increased student entrepreneurial interest.

Downloads

Download data is not yet available.

References

Acs, Z., & Virgili, N. (2010). Entrepreneurship in developing countries. Foundations and trends in entrepreneurship, 6(1), 1-68.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Akhirman, A., Iranita, I., & Wulandari, K. (2023, April). The Effect Of Learning Digital Marketing On Students To Increase Interest In Entrepreneurship. In MaCiFIC 2022: Proceedings of the 2nd Maritime Continent Fulcrum International Conference, MaCiFIC 2022, September 28-October 1, 2022, Tanjungpinang, Indonesia (Vol. 53, No. 1, p. 1). European Alliance for Innovation.

Al-Fattal, A. (2025). Marketing challenges in entrepreneurship: perspectives from business students. Merits, 5(1), 7.

Awaah, F., Okebukola, P., Shabani, J., Arkorful, H., & Addo, D. A. (2023). Students' career interests and entrepreneurship education in a developing country. Higher Education, Skills and Work-Based Learning, 13(1), 148-160.

Barit, S. V. M. (2023). Entrepreneurial abilities and attitude of business students as determinants of their interest in starting a business. International Journal of Engineering and Management Research, 13(1), 12-34.

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.

Creswell, J. W. (2018). Research design: Qualitative, quantitative, and mixed methods approaches. Sage Publications.

Dwivedi, Y. K., Rana, N. P., Slade, E. L., Singh, N., & Kizgin, H. (2020). Editorial introduction: Advances in theory and practice of digital marketing. Journal of Retailing and Consumer Services, 53, 101909.

Efendi, R., Mulyadi, H., Disman, D., Purnamasari, I., & Tantri, P. A. (2024). The role of gender in fostering interest in entrepreneurship in Indonesia. JWEE, (1-2), 141-156.

Fiona, F., Salim, M., Hadi, E. D., & Hayu, R. S. (2024). The role of entrepreneurship orientation in the effect of digital marketing through social media on the performance of micro, small and medium enterprises (MSMEs) in Indonesia. Journal of Sustainability Science and Management, 19(7), 70-94.

Husnah, E. M., Mubarokah, R. T., Wati, A. P., Murwani, F. D., & Wardana, L. V. (2024). Enhancing students’ innovation and entrepreneurial intention through digital marketing education: A systematic literature review. Journal of Educational Analytics, 3(2), 201-212.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Hoboken, NJ: Wiley.

Linan, F., & Chen, Y. W. (2009). Development and cross-cultural application of a specific instrument to measure entrepreneurial intentions. Entrepreneurship Theory and Practice, 33(3), 593–617. https://doi.org/10.1111/j.1540-6520.2009.00318.x

Maduka, U. E., Nwaizugbo, I. C., & Ojiaku, O. C. (2025). INFLUENCE OF DIGITAL MARKETING COMPETENCIES ON ENTREPRENEURIAL PERFORMANCE OF WOMEN ENTREPRENEURS IN SOUTHEAST NIGERIA. UNIZIK JOURNAL OF EDUCATIONAL RESEARCH, SCIENCE AND VOCATIONAL STUDIES, 3(1).

Nurmansyah, NDI, & Patrikha, FD (2024). The Influence of Entrepreneurship Courses, Entrepreneurship Practices, and Digital Marketing on Online Entrepreneurship Interests among Business Education Students at Surabaya State University. Journal of Business Education (JPTN) , 12 (3), 391-403.

Nwosu, O.M. (2025). Digital Marketing Skill Needs of Business Education Students in the Promotion of Small and Medium Scale Enterprises in Bayelsa State, Nigeria. FUO-Journal of Educational Research , 4 (1), 68-78.

Onniye, B. E. T., & Pac, O. R. D. U. (2025). Potentials of Digital Application and Students’ Skills Development in e-Marketing from Business Education Programme of Federal University Otuoke, Bayelsa State. FUO-Journal of Educational Research, 5(2), 445-454.

Paradi, R., Hamid, R. S., Goso, G., & Ukkas, I. (2022). Analysis of digital-based marketing strategy in supporting business activities of young entrepreneurs. Jurnal Manajemen Strategi dan Aplikasi Bisnis, 5(2), 231-246.

Ravi, S., & Rajasekaran, S. R. C. (2023). A perspective of digital marketing in rural areas: A literature review. International Journal of Professional Business Review: Int. J. Prof. Bus. Rev., 8(4), 26.

Spilbergs A, Mavlutova I, Lesinskis K (2026) Entrepreneurial intention of students: The role of digital tools and personal factors in entrepreneurship education. PLoS One 21(1): e0337826. https://doi.org/10.1371/journal.pone.0337826

Sudarwati, N. (2022). Technopreneurship intention: a study of economic education study program students influenced by entrepreneurial learning. JPI (jurnal pendidikan indonesia), 11(4), 698-706.

Sunaryo, A., Sumardjoko, B., Harsono, H., Fauziati, E., Sulistyanto, H., & Naryananda, H. P. B. (2025). Digital marketing-based entrepreneurship learning: impact on self-confidence and entrepreneurial intentions of physical education students. Retos: nuevas tendencias en educación física, deporte y recreación, (67), 1088-1101.

Sutadi, S., Sunhaji, S., & Aziz, F.A. (2023). Enhancing Entrepreneurial Interest among Islamic Boarding School Vocational Students through a Digital Entrepreneurship-Based Digital Marketing Learning Model. AL-ISHLAH: Jurnal Pendidikan , 15 (4), 6749-6760.

Zahay, D., Pollitte, W. A., Reavey, B., & Alvarado, A. (2022). An integrated model of digital marketing curriculum design. Marketing Education Review , 32 (3), 205-223.