Pengaruh Self Efficacy, Ekspektasi Pendapatan, dan Content Marketing Terhadap Minat Berwirausaha Mahasiswa (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis di Kota Malang)

Ratu Aristawati Dzakiyah, Maslichah Maslichah, Dewi Diah Fakhriyyah

Abstract


Students' interest in entrepreneurship is shaped by a combination of psychological and external influences, including self-efficacy, income expectations, and content marketing. This research investigates how these three factors impact entrepreneurial interest, specifically among students from the Faculty of Economics and Business in Malang City. A quantitative approach was utilized, employing surveys to gather data from participants. The study applied multiple linear regression analysis to assess the relationship between variables. Findings reveal that self-efficacy has a significant effect on entrepreneurial interest, as students with stronger confidence in their business capabilities are more inclined to pursue entrepreneurship. Additionally, income expectations are a key determinant, with students who perceive entrepreneurship as a financially rewarding career option demonstrating a higher interest in starting a business. Moreover, content marketing significantly influences entrepreneurial interest, as exposure to compelling digital marketing content fosters a greater inclination toward entrepreneurship. These results emphasize the need to enhance self-efficacy, align income expectations, and optimize content marketing strategies to strengthen students' motivation to become entrepreneurs. The study provides valuable insights for entrepreneurship education, offering guidance on factors that can encourage students to embark on entrepreneurial ventures.

Keywords: Entrepreneurial interest, self-efficacy, income expectations, content marketing, students, entrepreneurship

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References


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