Building Independence through an Entrepreneur Education, Marketing Channel Strategy and E-Commerce Mediated by Student’s Entrepreneur Motivation in Increasing MSMEs in Bekasi District

Prasetyo Harisandi, Adibah Yahya, Anisah Istiqomah

Abstract


This study investigates the variables that affect the independence of Micro, Small, and Medium-Sized Enterprises (MSMEs) in Bekasi District. It focuses on the importance of marketing strategy, e-commerce adoption, entrepreneur education, and entrepreneur motivation. Structured questionnaires were utilized to gather data from 156 MSME owners and students using a quantitative research approach. The data was analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) technique to test the proposed correlations. The results show that e-commerce usage, marketing strategy, and entrepreneur education all significantly increase MSME independence. Moreover, it was discovered that the correlations between these variables and MSME independence were mediated by entrepreneur motivation. The model fit indices highlight the validity and dependability of the study findings by showing that the structural model fits the data well. Policymakers, educators, and MSME owners aiming to encourage entrepreneurship and economic sustainability in Bekasi District and comparable places can benefit greatly from these findings.

Keywords


MSMEs; entrepreneur education; marketing strategy; e-commerce; entrepreneur motivation

Full Text:

PDF

References


Aprilianty, E. (2012). Pengaruh Kepribadian Wirausaha, Pengetahuan Kewirausahaan, dan Lingkungan Terhadap Minat Berwirausaha Siswa SMK. Jurnal Pendidikan Vokasi, 2(3), 311-324. http://dx.doi.org/10.21831/jpv.v2i3.1039

Ardyan, E., Putri, O. T., & Surakarta, S. (2016). Dampak Positif Seorang Wirausaha yang Memiliki Kompetensi Kewirausahaan pada Kesuksesan Inovasi Produk dan Kinerja Bisnis. Jurnal Kewirausahaan dan Usaha Kecil Menengah, 1(1), 11-19.

BPS. (2023). Pertumbuhan Ekonomi Indonesia Triwulan IV - 2022.

Budy, D. A. (2017). Pengaruh Pendidikan Kewirausahaan dan Motivasi Kewirausahaan terhadap Keterampilan Berwirausaha Mahasiswa Universitas 17 Agustus 1945 Jakarta. Journal for Business and Entrepreneurship, 1(1), 7-22. Retrieved from https://journal.uta45jakarta.ac.id/index.php/JBE/article/view/717

Fatimah, E. S. R., & Sapitri, N. A. (2020). Pengaruh E-Commerce dan Pengetahuan Kewirausahaan Terhadap Minat Berwirausaha pada Pedagang Online di Kota Makassar Dalam Perspektif Islam. El-Iqtishod: Jurnal Ekonomi Syariah, 4(1), 46-63. Retrieved from https://journal.parahikma.ac.id/el-iqtishod/article/view/117

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203

Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran. 12th edition. Jakarta: PT. Indeks.

Kristanto, I. C. (2020). Pengaruh Kepribadian Wirausaha, Pengetahuan Kewirausahaan dan Lingkungan Keluarga Terhadap Minat Berwirausaha Mahasiswa Universitas Katolik Soegijapranata. Thesis. Unika Soegijapranata Semarang. Retrieved from https://repository.unika.ac.id/25245/

Nurikasari, F., Bakar, A., & Hariani, L. S. (2016). Pengaruh Pendidikan Kewirausahaan, Kreativitas, dan Motivasi Berwirausaha terhadap Minat Berwirausaha pada Mahasiswa Pendidikan Ekonomi Universitas Kanjuruhan Malang. Jurnal Riset Pendidikan Ekonomi, 1(2). Retrieved from http://ejournal.unikama.ac.id/index.php/jrpe/article/view/1394

Putri, N. L. W. W. (2017). Pengaruh Pendidikan Kewirausahaan terhadap Minat Mahasiswa untuk Berwirausaha pada Mahasiswa Pendidikan Ekonomi Universitas Pendidikan Ganesha. Jurnal Pendidikan Ekonomi Undiksha, 9(1), 137–147. https://doi.org/10.23887/jjpe.v9i1.19998

Rosita, R., Manullang, M., Kusumastuti, R., Pramayanti, D. I., & Sitorus, S. A. (2022). Online Marketing on Pricing Strategies for the Indonesian Tourism Industry Products During the Covid-19 Pandemic. Geojournal of Tourism and Geosites, 44(4), 1022-1029. https://doi.org/10.30892/gtg.43322-916

Stel, A. van, Carree, M., & Thurik, R. (2005). The Effect of Entrepreneurial Activity on National Economic Growth. Small Business Economics, 24, 311–321. https://doi.org/10.1007/s11187-005-1996-6

Sugiyono, P. D. (2017). Metode Penelitian Bisnis: Pendekatan Kuantitatif, Kualitatif, Kombinasi, dan R&D. Bandung: CV. Alfabeta.

Timbuleng, S. S., & Tumbel, A. L. (2021). Analisis Strategi Bauran Pemasaran Untuk Meningkatkan Daya Saing UMKM (Studi Kasus Pada Friska Beauty Studio Tomohon). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 9(2), 1178-1184. https://doi.org/10.35794/emba.v9i2.34363




DOI: https://doi.org/10.30743/mkd.v8i2.9310

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Prasetyo Harisandi, Adibah Yahya, & Anisah Istiqomah

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

This work is licensed under CC BY 4.0