The Effect of Entrepreneurship Learning and Digital Marketing on Entrepreneurial Interest of Magistra Utama Kediri Students Batch 2022

Abstract

Research aim: To identify the impact of entrepreneurship and digital marketing education on the 2022 cohort of Master’s students at Magistra Utama Kediri.

Design/Method/Approach: This study will employ a quantitative approach using causal analysis. The target population consists of 50 master’s students at the University of Kediri from the 2022 cohort. A saturated sampling method was used, in which all members of the population were included as the sample. Data collection was conducted by distributing a questionnaire that had been tested for validity and reliability prior to distribution. For data analysis, this study uses SPSS version 23 software to perform classical assumption tests, multiple linear regression analysis, calculation of the coefficient of determination, and hypothesis testing.

Research finding: The results of the study indicate that entrepreneurship education has a direct, positive, and significant effect on entrepreneurial interest, and that digital marketing has a direct, positive, and significant effect on students’ entrepreneurial interest. Therefore, it can be concluded that entrepreneurship education and digital marketing together have a direct, positive, and significant effect on the entrepreneurial interest of students in the 2022 cohort at Magistra Utama Kediri.

Theoretical contribution/Originality: This study makes a theoretical contribution by demonstrating that a strong indicator in entrepreneurship education is a sense of enjoyment. Students who have a positive attitude toward entrepreneurship will be more inclined to start a business, while the prevalence of digital information makes students feel more comfortable, as social media is more accessible and flexible in terms of time. Therefore, entrepreneurship education combined with digital marketing can influence the entrepreneurial interest of students at Magistra Utama Kediri.

Practitionel/Policy implication: The practical implications of this study indicate that an increase in entrepreneurship and digital marketing education can foster a younger generation interested in entrepreneurship. Consequently, the findings of this study can serve as a reference and point of comparison for other researchers to expand their knowledge.

Research limitation: This study involved only a few independent variables and respondents due to the limited number of students in the sample.