Pengaruh Pelatihan Pemasaran Digital Terhadap Niat Berwirausaha Melalui Efikasi Diri Sebagai Variabel Intervening (Studi Kasus Pada Generasi Z Di Jawa Barat)
Abstract
The research investigates the impact of digital marketing training on the entrepreneurial intention through the mediating role of self-efficacy among Generation Z (19 – 24 years old) in West Java. The aims of study to analyze how digital marketing training directly and indirectly through self-efficacy to influence entrepreneurial intention of Generation Z. The method of study using quantitative approach was applied, with data collected using google forms with data analysis techniques descriptive statistics, classical assumption testing, path analysis, and hypothesis testing using IBM SPSS Statistics 26. The sample comprises 400 respondents who have participated in digital marketing training conducted by either government agencies or non-governmental organizations, selected through purposive sampling combined with stratified random sampling. The finding of study that digital marketing training has a positive influence on self-efficacy and entrepreneurial intention, with self-efficacy mediating the relationship between digital marketing training and entrepreneurial intention. Based on the finding, the study has directly and indirectly effect. This study is limited to Generation Z (aged 19-24 years) in West Java, which restricts the generalizability of the findings. However, the implications of this study can serve as a foundation for practitioners, policymakers, or academics in making informed decisions or taking relevant actions.
Keywords: Digital Marketing Training, Self-Efficacy, Entrepreneurial Intention
References
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Karim, A., Kusmanto, K., Nasution, M. B. K., & Suryadi, S. (2022). Pelatihan Digital Marketing dalam Meningkatkan Kompetensi Siswa SMK Negeri 1 Rantauprapat. Journal of Social Responsibility Projects by Higher Education Forum, 3(2), 115–119.
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Primandaru, N. (2017). Analisis Faktor-Faktor yang Berpengaruh pada Minat Berwirausaha Mahasiswa. Jurnal Economia 13(1).
Raharso, S. (2022). Building Knowledge Sharing Through Self-Efficacy and Organizational Citizenship Behavior. Jurnal Bisnis & Kewirausahaan, 18(2), 2580–5614.
Rochimah, T. H. N., Rasyid, E., & Faidati, N. (2023). Strengthening the Capacity of Micro Waqf Bank (BWM) Partners of Usaha Mandiri Sakinah through Digital Branding Training. Proceeding International Conference of Community Service: Society Empowerment Through Digital and Economic Transformation, 1(2), 1082–1089.
Sarah, I. S., Putri, I. S. S., Amalia, S., Halilah, I., & Tjahjawati, S. S. (2020). Pendampingan Wirausaha: Solusi Kegagalan Wirausaha Pemula. Jurnal DIFUSI, 3(1), 1–9.
Singh, R., Kumar, V., Singh, S., Dwivedi, A., & Kumar, S. (2024). Measuring The Impact of Digital Entrepreneurship Training on Entrepreneurial Intention: The Mediating Role of Entrepreneurial Competencies. Journal of Work-Applied Management, 16(1), 142–163.
Su, Y., Zhu, Z., Chen, J., Jin, Y., Wang, T., Lin, C. L., & Xu, D. (2021). Factors Influencing Entrepreneurial Intention of University Students in China: Integrating The Perceived University Support and Theory of Planned Behavior. Sustainability (Switzerland), 13(8).
Sudaryanto, M. A., & Sylvana, A. (2024). Generation Z and Entrepreneurship: Understanding the Character of Entrepreneurs in the Midst of Industrial Revolution 5.0. Innovative: Journal Of Social Science Research, 6, 4344–4351.
Sugianingrat, I. P. A. W., Wilyadewi, I. I. D. A. Y., & Sarmawa, I. W. G. (2020). Determination of Entrepreneurship Education, Family Environment, and Self-Efficacy on Entrepreneurship Interest. Jurnal Economia, 16(1), 33–43.
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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), 1–7.
Yesmin, M. N., Hossain, M. A., Islam, M. S., Rahman, M. M., Jahan, N., & Kim, M. (2024). Entrepreneurial Intentions and The Role of Educational and Social Support: Do The Self-Efficacy and The Theory of Planned Behavior Variables Matter? RAUSP Management Journal.
Yulastri, A., Dewi, M., & Elfizon. (2023). The Hope of Micro, Small and Medium Industries in Payakumbuh City to Rise Facing the Covid-19 Outbreak. Proceedings of the Unima International Conference on Social Sciences and Humanities (UNICSSH 2022): Advances in Social Science, Education and Humanities Research, 1426–1434.
Zhang, H. X., & Chen, H. (2024). Entrepreneurship Education and Entrepreneurial Intention Among Tourism and Hotel Management Students: The Mediating Role of Entrepreneurial Self-Efficacy and the Moderating Role of Grit. SAGE Open, 14(2).
Afandi, A., Lubis, M. A., & Hayati, I. (2023). Empowering Medan MSMEs through digital marketing training. Community Empowerment, 8(12), 2080–2087.
Badan Pusat Statistik Indonesia. (2025). Angkatan Kerja (AK) Menurut Golongan Umur. Diakses pada 29 Januari 2025, dari https://www.bps.go.id/id/statistics-table/2/Njk4IzI=/angkatan-kerja--ak--menurut-golongan-umur.html
Badan Pusat Statistik Kab. Bandung. (2024). Fenomena Gen Z Susah Cari Kerja. Diakses pada 17 Mei 2025, dari https://bandungkab.bps.go.id/id/news/2024/07/30/75/fenomena-gen-z-susah-cari-kerja
Chaerani, A., Rahmawati, W., Syaadzan, D. P. A., Salamah, S., & Iswari, H. R. (2023). Digital Marketing Training through the 4C Formula Copywriting Method in Kampung Gerabah Penanggungan. TGO Journal of Community Development, 1(2), 2987–3460.
Chaniago, H., Abdul, D., & Sayuti, M. (2020). Peran Adopsi Teknologi Media Sosial terhadap Niat Berwirausaha Mahasiswa Rekayasa Politeknik Negeri Bandung. Jurnal Riset Bisnis dan Investasi, 6(3).
Chaniago, H., Muharam, H., & Efawati, Y. (2023). Metode Riset Bisnis dan Permodelan. PT. Edukasi Riset Digital.
Chin, J. W., Mustafa, M. J., & Nungsari, M. (2024). Subjective Norms Towards Entrepreneurship and Malaysian Students’ Entrepreneurial Intentions: Does Gender Matter? Asia Pacific Journal of Innovation and Entrepreneurship, 18(2), 195–208.
CNN Indonesia. (2024). Rasio Pengusaha Baru RI 3,35 Persen, di Bawah Malaysia dan Singapura. Diakses pada 19 Mei 2025 dari https://www.cnnindonesia.com/ekonomi/20241014161204-92-1155196/rasio-pengusaha-baru-ri-335-persen-di-bawah-malaysia-dansingapura
Databoks. (2023). Hanya 19% Tenaga kerja Indonesia yang Punya Kemampuan Digital. Diakses pada 5 Mei 2025 dari (https://databoks.katadata.co.id/-/statistik/6302fe2cfd092dd/hanya-19-tenaga-kerja-indonesia-yang-punya-kemampuan-digital
Dharmanegara, I. B. A., Rahmayanti, P. L. D., & Yasa, N. N. K. (2022). The Role of Entrepreneurial Self-Efficacy in Mediating the Effect of Entrepreneurship Education and Financial Support on Entrepreneurial Behavior. International Journal of Social Science and Business, 6(2), 165–173.
Digital Talent Scholarship. (2024). Data Capaian. Diakses pada 15 Mei 2025 dari https://digitalent.komdigi.go.id/data-capaian#
Fahmi, S. (2023). Pengaruh Nilai, Manfaat, dan Kepuasan Konsumen terhadap Niat Untuk Beralih (Studi Pengguna Uang Elektronik di Jawa Timur). INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 6(4), 544–558.
Gonzalez-Tamayo, L. A., Olarewaju, A. D., Bonomo-Odizzio, A., & Krauss-Delorme, C. (2024). University Student Entrepreneurial Intentions: The Effects of Perceived Institutional Support, Parental Role Models, and Entrepreneurial Self-Efficacy. Journal of Small Business and Enterprise Development, 31(8), 205–227.
Hasmidyani, D., Mardetini, E., & Eka Amrina, D. (2022). Generasi Z dan Kewirausahaan: Mengukur Intensi Berwirausaha Berbasis Theory of Planned Behavior. Jurnal Ekonomi Pendidikan dan Kewirausahaan, 10(1), 19–30.
Hidayat, Y. N. (2023). Introduction of Digital Marketing to Increase The Sales Power of Msmes in Sukomakmur Village. Khidmatan, 3(2), 111–117.
Hoang, G., Le, T. T. T., Tran, A. K. T., & Du, T. (2020). Entrepreneurship Education and Entrepreneurial Intentions of University Students in Vietnam: The Mediating Roles of Self-Efficacy and Learning Orientation. Education and Training, 63(1), 115–133.
Jawa Pos. (2025). Data BPS Sebut hanya Ada 6,1 Juta Entrepreneur Muda di Indonesia, Prudential Gelar NextGen Fest. Diakses pada 17 Mei 2025 dari https://www.jawapos.com/bisnis/015264674/data-bps-sebut-hanya-ada-61-juta-entrepreneur-muda-di-indonesia-prudential-gelar-nextgen-fest
Kaharudin, E., & Vernando, A. N. (2020). Analisis Faktor-Faktor Yang Mempengaruhi Minat Berwirausaha (Studi Kasus Mahasiswa Akademi Entrepreneurship Terang Bangsa Semarang). Integritas Jurnal Manajemen Profesional (IJMPro), 1(2), 131–144.
Karim, A., Kusmanto, K., Nasution, M. B. K., & Suryadi, S. (2022). Pelatihan Digital Marketing dalam Meningkatkan Kompetensi Siswa SMK Negeri 1 Rantauprapat. Journal of Social Responsibility Projects by Higher Education Forum, 3(2), 115–119.
Katadata. (2021). Indonesia Didominasi oleh Milenial dan Generasi Z. Katadata.co.id. Diakses pada 27 Januari 2025, https://katadata.co.id/infografik/6014cb89a6eb7/indonesia-didominasi-Milenial-dan-generasi-z
Nainggolan, F. A., & Budiman, M. A. (2024). Analisis Potensi dan Resiko Bonus Demografi terhadap Pertumbuhan Ekonomi di Indonesia. Jurnal Pendidikan Ekonomi Indonesia 6(2).
Nguyen, T. T., & Phan, H. T. T. (2024a). Entrepreneurship Environments and Entrepreneurial Intention- The Role of Self Efficacy and Role Model. International Journal of Engineering Business Management, 16.
Nguyen, T. T., & Phan, H. T. T. (2024b). Entrepreneurship Environments and Entrepreneurial Intention- The Role of Self Efficacy and Role Model. International Journal of Engineering Business Management, 16.
Primandaru, N. (2017). Analisis Faktor-Faktor yang Berpengaruh pada Minat Berwirausaha Mahasiswa. Jurnal Economia 13(1).
Raharso, S. (2022). Building Knowledge Sharing Through Self-Efficacy and Organizational Citizenship Behavior. Jurnal Bisnis & Kewirausahaan, 18(2), 2580–5614.
Rochimah, T. H. N., Rasyid, E., & Faidati, N. (2023). Strengthening the Capacity of Micro Waqf Bank (BWM) Partners of Usaha Mandiri Sakinah through Digital Branding Training. Proceeding International Conference of Community Service: Society Empowerment Through Digital and Economic Transformation, 1(2), 1082–1089.
Sarah, I. S., Putri, I. S. S., Amalia, S., Halilah, I., & Tjahjawati, S. S. (2020). Pendampingan Wirausaha: Solusi Kegagalan Wirausaha Pemula. Jurnal DIFUSI, 3(1), 1–9.
Singh, R., Kumar, V., Singh, S., Dwivedi, A., & Kumar, S. (2024). Measuring The Impact of Digital Entrepreneurship Training on Entrepreneurial Intention: The Mediating Role of Entrepreneurial Competencies. Journal of Work-Applied Management, 16(1), 142–163.
Su, Y., Zhu, Z., Chen, J., Jin, Y., Wang, T., Lin, C. L., & Xu, D. (2021). Factors Influencing Entrepreneurial Intention of University Students in China: Integrating The Perceived University Support and Theory of Planned Behavior. Sustainability (Switzerland), 13(8).
Sudaryanto, M. A., & Sylvana, A. (2024). Generation Z and Entrepreneurship: Understanding the Character of Entrepreneurs in the Midst of Industrial Revolution 5.0. Innovative: Journal Of Social Science Research, 6, 4344–4351.
Sugianingrat, I. P. A. W., Wilyadewi, I. I. D. A. Y., & Sarmawa, I. W. G. (2020). Determination of Entrepreneurship Education, Family Environment, and Self-Efficacy on Entrepreneurship Interest. Jurnal Economia, 16(1), 33–43.
Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (2nd ed.). Penerbit Alfabeta Bandung.
Susanti, E., & Nugraha, J. (2022). Analisis Kepribadian dan Pendidikan Kewirausahaan terhadap Niat Berwirausaha melalui Perceived Behavioural Control. Jurnal Ekonomi Pendidikan dan Kewirausahaan, 9(2), 189–206.
Susanto, B., Hadianto, A., Chariri, F. N., Rochman, M., Syaukani, M. M., & Daniswara, A. A. (2020). Penggunaan Digital Marketing untuk Memperluas Pasar dan Meningkatkan Daya Saing UMKM. Community Empowerment, 6(1), 42–47. https://doi.org/10.31603/ce.4244
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), 1–7.
Yesmin, M. N., Hossain, M. A., Islam, M. S., Rahman, M. M., Jahan, N., & Kim, M. (2024). Entrepreneurial Intentions and The Role of Educational and Social Support: Do The Self-Efficacy and The Theory of Planned Behavior Variables Matter? RAUSP Management Journal.
Yulastri, A., Dewi, M., & Elfizon. (2023). The Hope of Micro, Small and Medium Industries in Payakumbuh City to Rise Facing the Covid-19 Outbreak. Proceedings of the Unima International Conference on Social Sciences and Humanities (UNICSSH 2022): Advances in Social Science, Education and Humanities Research, 1426–1434.
Zhang, H. X., & Chen, H. (2024). Entrepreneurship Education and Entrepreneurial Intention Among Tourism and Hotel Management Students: The Mediating Role of Entrepreneurial Self-Efficacy and the Moderating Role of Grit. SAGE Open, 14(2).
Published
2025-06-17
How to Cite
SOPIANTI, Sopi; SARAH, Ira Siti; FUJIASTI, Sherry Novalia.
Pengaruh Pelatihan Pemasaran Digital Terhadap Niat Berwirausaha Melalui Efikasi Diri Sebagai Variabel Intervening (Studi Kasus Pada Generasi Z Di Jawa Barat).
REVITALISASI : Jurnal Ilmu Manajemen, [S.l.], v. 14, n. 1, p. 213-224, june 2025.
ISSN 2657-1684.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/Revitalisasi/article/view/7336>. Date accessed: 23 june 2025.
doi: https://doi.org/10.32503/revitalisasi.v14i1.7336.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License
