Digital Marketing Literacy as A Mediation of Online Business Readiness Influenced by Entrepreneurship Education (Study on Business Operators in Malang Raya)
DOI:
https://doi.org/10.54408/jabter.v2i6.203Keywords:
Entrepreneurship Education, Digital Marketing Literacy, Business OnlineAbstract
The current post-pandemic situation of COVID-19 presents challenges for business actors as well as challenges for the state to maintain the existence of the economy. There are many sectors of the domestic and global economy that are affected. The impact of the pandemic has been most felt in the micro, small and medium enterprise (MSMEs) sector. This is what makes the condition of MSMEs and micro and small entrepreneurs, especially in Malang Raya, paralyzed and decreased. If the country wants its economy to progress, it is important to increase businesspeople. Currently, one of the most popular forms of business in Indonesia is making purchases online. This research has implications for the development of the Unified Theory of Acceptance and Use of Technology (UTAUT) theory, a technology acceptance model that was developed based on the amalgamation of other existing technology acceptance models. As described above, this research has a novelty by completing the gaps of previous studies, conducting a comprehensive study of the online business readiness of MSMEs in Malang Raya with digital marketing literacy as a mediating variable. This research uses quantitative methods. The research population of business actors in Malang Raya with a sample of 260. Data analysis used SEM PLS. Based on the research results, it is stated that entrepreneurship education can increase the online business readiness of MSMEs in Malang Raya. Entrepreneurship education can increase digital marketing literacy of MSMEs in Malang Raya. Digital marketing literacy can improve online business readiness for MSME actors in Malang Raya. Entrepreneurship education can improve online business readiness through digital marketing literacy for MSMEs in Malang Raya. Online business readiness can be increased with good quality entrepreneurship education supported by good digital marketing literacy.
Downloads
References
Agarwal, S., Ramadani, V., Gerguri-Rashiti, S., Agrawal, V., & Dixit, J. K. (2020). Inclusivity of entrepreneurship education on entrepreneurial attitude among young community: evidence from India. Journal of Enterprising Communities, 14(2), 299–319. https://doi.org/10.1108/JEC-03-2020-0024
Al-Kwifi, O. S., Tien Khoa, T., Ongsakul, V., & Ahmed, Z. U. (2020). Determinants of female entrepreneurship success across Saudi Arabia. Journal of Transnational Management, 25(1), 3–29. https://doi.org/10.1080/15475778.2019.1682769
Appio, F. P., Frattini, F., Petruzzelli, A. M., & Neirotti, P. (2021). Digital Transformation and Innovation Management: A Synthesis of Existing Research and an Agenda for Future Studies. Journal of Product Innovation Management, 38(1), 4–20. https://doi.org/10.1111/jpim.12562
Aulia, N. A. (2021). Enterpreneurship literacy, Digital literacy, Business continuty.
Bazkiaei, H. A., Heng, L. H., Khan, N. U., Saufi, R. B. A., & Kasim, R. S. R. (2020). Do entrepreneurial education and big-five personality traits predict entrepreneurial intention among universities students? Cogent Business and Management, 7(1). https://doi.org/10.1080/23311975.2020.1801217
Becker, W., & Schmid, O. (2020). The right digital strategy for your business: an empirical analysis of the design and implementation of digital strategies in SMEs and LSEs. Business Research, 13(3), 985–1005. https://doi.org/10.1007/s40685-020-00124-y
Bejaković, P., & Mrnjavac, Ž. (2020). The importance of digital literacy on the labour market. Employee Relations, 42(4), 921–932. https://doi.org/10.1108/ER-07-2019-0274
Bernárdez, M. (2008). Achieving Business Success by Developing Clients and Community: Lessons from Leading Companies, Emerging Economies and a Nine Year Case Study. Performance Improvement Quarterly, 18(3), 37–55. https://doi.org/10.1111/j.1937-8327.2005.tb00340.x
Blut, M., Yee, A. Y. L., Chong, L., Tsigna, Z., & Venkatesh, V. (2021). Meta-analysis of the unified theory of acceptance and use of technology. Journal of the Association for Information Systems, Forthcoming, 23(1), 13–95. https://aisel.aisnet.org/jais/vol23/iss1/10
Chaffey, A. D., & Bosomworth, D. (2013). Digital marketing strategy Planning Template Digital marketing strategy Planning Template. January.
Cho, Y. H., & Lee, J.-H. (2018). Entrepreneurial orientation, entrepreneurial education and performance. Asia Pacific Journal of Innovation and Entrepreneurship, 12(2), 124–134. https://doi.org/10.1108/apjie-05-2018-0028
Cueto, L. J., Frisnedi, A. F. D., Collera, R. B., Batac, K. I. T., & Agaton, C. B. (2022). Digital Innovations in MSMEs during Economic Disruptions: Experiences and Challenges of Young Entrepreneurs. Administrative Sciences, 12(1). https://doi.org/10.3390/admsci12010008
da Silveira, A. B., Levrini, G. R. D., & Ertz, M. (2021). How Digital Platforms Materialize Sustainable Collaborative Consumption: A Brazilian and Canadian Bike-Sharing Case Study. Journal of International Consumer Marketing, 0(0), 1–21. https://doi.org/10.1080/08961530.2021.1907828
Dong, E., Du, H., & Gardner, L. (2020). An interactive web-based dashboard to track COVID-19 in real time. The Lancet Infectious Diseases, 20(5), 533–534. https://doi.org/10.1016/S1473-3099(20)30120-1
Gianiodis, P. T., & Meek, W. R. (2020). Entrepreneurial education for the entrepreneurial university: a stakeholder perspective. Journal of Technology TransferGianiodis, P. T., & Meek, W. R. (2020). Entrepreneurial Education for the Entrepreneurial University: A Stakeholder Perspective. Journal of Technology Transfer, 45(4), 1167–1195. Https://Doi.Org/10.1007/S10961-019-09742-Z, 45(4), 1167–1195. https://doi.org/10.1007/s10961-019-09742-z
Gunawan, G. G., & Sulaeman, M. (2020). Determining Factors in the Use of Digital Marketing and Its Effect on Marketing Performance in the Creative Industries in Tasikmalaya. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 3(3), 2543–2550. https://doi.org/10.33258/birci.v3i3.1239
Hägg, G., & Gabrielsson, J. (2020). A systematic literature review of the evolution of pedagogy in entrepreneurial education research. International Journal of Entrepreneurial Behaviour and Research, 26(5), 829–861. https://doi.org/10.1108/IJEBR-04-2018-0272
Hasan, M., Musa, C. I., Arismunandar, Tahir, T., Azis, M., Rijal, S., Mustari, & Ahmad, M. I. S. (2020). How does Entrepreneurial Literacy and Financial Literacy Influence Entrepreneurial Intention in Perspective of Economic Education. International Research Association for Talent Development and Excellence, 12(1), 5569–5575.
Henrekson, M., & Sanandaji, T. (2017). Schumpeterian Entrepreneurship in Europe Compared to Other Industrialized Regions. IFN Working Paper, 1170.
Hernández-Sánchez, B. R., Sánchez-García, J. C., & Mayens, A. W. (2019). Impact of Entrepreneurial Education Programs on Total Entrepreneurial Activity: The Case of Spain. Administrative Sciences, 9(1), 25. https://doi.org/10.3390/admsci9010025
Hidayat, R. H. (2020). Langkah-Langkah Strategis Untuk Mencegah Pandemi Covid-19 Di Lembaga Pemassyarakatan Indonesia. Jurnal Pendidikan Kesehatan, 9(1), 43–55.
Honig, B. (1998). What determines success? Examining the human, financial, and social capital of Jamaican microentrepreneurs. Journal of Business Venturing, 13(5), 371–394. https://doi.org/10.1016/S0883-9026(97)00036-0
Jasra, J., Khan, M., Hunjra, A., Rehman, R., & Azam, R. (2010). Determinants of business success of small and medium enterprises. International Journal of Business and Social Science, 2(20), 274–280.
Jena, P. K. (2020). Impact of Pandemic COVID-19 on Education in India. International Journal of Current Research (IJCR), August. https://doi.org/10.31235/osf.io/2kasu
Kandpal, V., & Mehrotra, R. (2019). Financial inclusion: The role of fintech and digital financial services in India. Indian Journal of Economics and Business, 18(1), 95–104.
Kaushik, M. (2020). The Impact of Pandemic COVID -19 in Workplace. European Journal of Business and Management, June, 8–18. https://doi.org/10.7176/ejbm/12-15-02
Kisubi, M. K., & Korir, M. (2021). Entrepreneurial Training and Entrepreneurial Intentions. SEISENSE Journal of Management, 4(3), 73–84. https://doi.org/10.33215/sjom.v4i3.638
Kitsios, F., & Kamariotou, M. (2021). Artificial intelligence and business strategy towards digital transformation: A research agenda. Sustainability (Switzerland), 13(4), 1–16. https://doi.org/10.3390/su13042025
Kozielski, R. (2019). Determinants of SMEs business success – emerging market perspective. International Journal of Organizational Analysis, 27(2), 322–336. https://doi.org/10.1108/IJOA-02-2018-1343
Kurdi, B. Al, Alshurideh, M., Akour, I., Alzoubi, H. M., Obeidat, B., & Alhamad, A. (2022). The role of digital marketing channels on consumer buying decisions through eWOM in the Jordanian markets. International Journal of Data and Network Science, 6(4), 1175–1185. https://doi.org/10.5267/j.ijdns.2022.7.002
Lestari, P., & Saifuddin, M. (2020). Implementasi Strategi Promosi Produk Dalam Proses Keputusan Pembelian Melalui Digital Marketing Saat Pandemi Covid’19. Jurnal Manajemen Dan Inovasi (MANOVA), 3(2), 23–31. https://doi.org/10.15642/manova.v3i2.301
Lynch, M., Kamovich, U., Longva, K. K., & Steinert, M. (2021). Combining technology and entrepreneurial education through design thinking: Students’ reflections on the learning process. Technological Forecasting and Social Change, 164(June 2019), 119689. https://doi.org/10.1016/j.techfore.2019.06.015
Machali, I., Wibowo, A., Murfi, A., & Narmaditya, B. S. (2021). From teachers to students creativity? the mediating role of entrepreneurial education. Cogent Education, 8(1). https://doi.org/10.1080/2331186X.2021.1943151
Mardhia, D., Kautsari, N., Syaputra, L. I., Ramdhani, W., & Rasiardhi, C. O. (2020). Penerapan Protokol Kesehatan Dan Dampak Covid-19 Terhadap Harga Komoditas Perikanan Dan Aktivitas Penangkapan. Indonesian Journal of Applied Science and Technology, 1(9), 80–87.
Mishra, K. E., Wilder, K., & Mishra, A. K. (2017). Digital literacy in the marketing curriculum : Are female college students prepared for digital jobs ? https://doi.org/10.1177/0950422217697838
Mutanda, M., & Moyo, S. (2021). a Lateral View on Entrepreneurial Literacy and the Role of Tertiary Institutions: a Case Study of South Africa. Academy of Accounting and Financial Studies Journal, 25(4), 1–15.
Nisa, C., & Pramesti, D. A. (2020). How Do Effective Digital Marketing and Brand Ambassador Stimulate Purchase Intention Today? 436, 365–367. https://doi.org/10.2991/assehr.k.200529.075
Nur Nabihah Mohd Nizari, Mohd Khairezan Rahmat, Siti Zuraida Maaruf, & Siti Maftuhah Damio. (2019). Examining the use behaviour of augmented reality technology through Marlcardio: Adapting the UTAUT Model. Asian Journal of University Education, 15(3), 198–210.
O’Connor, A. (2013). A conceptual framework for entrepreneurship education policy: Meeting government and economic purposes. Journal of Business Venturing, 28(4), 546–563. https://doi.org/10.1016/j.jbusvent.2012.07.003
Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business Horizons, 64(2), 285–293. https://doi.org/10.1016/j.bushor.2020.12.004
Omar, A. M., & Atteya, N. (2020). The Impact of Digital Marketing on Consumer Buying Decision Process in the Egyptian Market. International Journal of Business and Management, 15(7), 120. https://doi.org/10.5539/ijbm.v15n7p120
Pérez-Bustamante, G. (2014). Developing Entrepreneurial Literacy at University : A Hands-on Approach. International Journal of Multidisciplinary Comparative Studies, 1(2), 57–75.
Prabhu, J. J. (2019). A Study on Entrepreneurship Education and Entrepreneurial Attitude in Malaysia – The Relationship between Employment and Unemployment Analysis. International Journal of Trend in Scientific Research and Development, Volume-3(Issue-3), 840–842. https://doi.org/10.31142/ijtsrd23028
Purbasari, R., Muttaqin, Z., & Sari, D. S. (2021). Digital Entrepreneurship in Pandemic Covid 19 Era: The Digital Entrepreneurial Ecosystem Framework. Review of Integrative Business and Economics Research, 10(S1), 114–135. https://pesquisa.bvsalud.org/global-literature-on-novel-coronavirus-2019-ncov/resource/en/covidwho-1077286
Redjeki, F., & Affandi, A. (2021). Utilization of Digital Marketing for MSME Players as Value Creation for Customers during the COVID-19 Pandemic. International Journal of Science and Society, 3(1), 40–55. https://doi.org/10.54783/ijsoc.v3i1.264
Rita Amelinda, K. N. N. M. (2020). The Propensity for Social Entrepreneurship During the Coronavirus Outbreak. Jurnal Manajemen, 24(2), 174. https://doi.org/10.24912/jm.v24i2.637
Ritz, W., Wolf, M., & McQuitty, S. (2019). Digital marketing adoption and success for small businesses: The application of the do-it-yourself and technology acceptance models. Journal of Research in Interactive Marketing, 13(2), 179–203. https://doi.org/10.1108/JRIM-04-2018-0062
Ryan, D., & Jones, C. (2009). Understanding Digital Marketing : Marketing Strategies for Engaging the Digital Generation. 4, 384–387.
Sang, D., & Lin, J. (2019). How does entrepreneurial education influence the entrepreneurial intention of college students: The moderating and mediating effects of entrepreneurial alertness. International Journal of Emerging Technologies in Learning, 14(8), 139–157. https://doi.org/10.3991/ijet.v14i08.10408
Saura, J. R. (2021). Using Data Sciences in Digital Marketing: Framework, methods, and performance metrics. Journal of Innovation and Knowledge, 6(2), 92–102. https://doi.org/10.1016/j.jik.2020.08.001
Smith, K. T. (2011). Digital marketing strategies that Millennials find appealing, motivating, or just annoying. Journal of Strategic Marketing, 19(6), 489–499. https://doi.org/10.1080/0965254X.2011.581383
Sopiyan, P. (2022). Pengaruh Digital Marketing dan Kualitas Pelayanan Terhadap Keputusan Pembelian. Coopetition : Jurnal Ilmiah Manajemen, 13(2), 249–258. https://doi.org/10.32670/coopetition.v13i2.1057
Technology, C. (2014). Using the UTAUT model to analyze students ’ ICT adoption Samuel NiiBoi Attuquayefio Methodist University College , Ghana Hillar Addo University of Professional Studies , Ghana. 10(3), 75–86.
Venkatesh, V. (2022). Adoption and use of AI tools: a research agenda grounded in UTAUT. Annals of Operations Research, 308(1–2), 641–652. https://doi.org/10.1007/s10479-020-03918-9
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). Quarterly. 27(3), 425–478.
Verma, D. (2018). A Critical Review of Digital Marketing Digital Marketing View project Financial Reforms View project. 8(10), 321–339.
Vieira, V. A., de Almeida, M. I. S., Agnihotri, R., da Silva, N. S. D. A. C., & Arunachalam, S. (2019). In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47(6), 1085–1108. https://doi.org/10.1007/s11747-019-00687-1
Vyas, V., & Vyas, R. (2019). Human Capital, its Constituents and Entrepreneurial Innovation: A Multi-Level Modeling of Global Entrepreneurship Monitor Data. Technology Innovation Management Review, 9(8), 5–17. https://doi.org/10.22215/timreview/1257
Wardana, L. W., Narmaditya, B. S., Wibowo, A., Mahendra, A. M., Wibowo, N. A., Harwida, G., & Rohman, A. N. (2020). The impact of entrepreneurship education and students’ entrepreneurial mindset: the mediating role of attitude and self-efficacy. Heliyon, 6(9), e04922. https://doi.org/10.1016/j.heliyon.2020.e04922
Yang, J.-H., & Kim, C. (2020). The Effect of Entrepreneurship Education on Entrepreneurial Intention. The Korean Academic Association of Business Administration, 33(3), 443–461. https://doi.org/10.18032/kaaba.2020.33.3.443
Younis, A., Xiaobao, P., Nadeem, M. A., Kanwal, S., Pitafi, A. H., Qiong, G., & Yuzhen, D. (2021). Impact of positivity and empathy on social entrepreneurial intention: The moderating role of perceived social support. Journal of Public Affairs, 21(1). https://doi.org/10.1002/pa.2124
Zhu, G. (2019). Precision Retail Marketing Strategy Based on Digital Marketing Model. Science Journal of Business and Management, 7(1), 33. https://doi.org/10.11648/j.sjbm.20190701.15
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Brian Wicaksono Ardiansyah, F. Danardana Muwarni, Ludi Wishnu Wardana, Farij Ibadil Maula
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This journal is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
