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All Journal JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Jurnal Pendidikan Ekonomi & Bisnis (Edisi Elektronik) JURNAL PENDIDIKAN TAMBUSAI Jurnal Entrepreneur dan Entrepreneurship International Journal of Economy, Education and Entrepreneurship (IJE3) Jurnal Pengabdian dan Pemberdayaan Nusantara (JPPNu) Journal of Applied Business, Taxation and Economics Reseach J-KIP (Jurnal Keguruan dan Ilmu Pendidikan) International Journal of Humanities Education and Social Sciences Literacy : International Scientific Journals of Social, Education, Humanities International Journal of Economics and Management Research International Journal of Education, Language, Literature, Arts, Culture, and Social Humanities RISK : Jurnal Riset Bisnis dan Ekonomi
Maula, Farij Ibadil
Faculty Of Economics And Business, Universitas Negeri Surabaya
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Journal : Journal of Applied Business, Taxation and Economics Reseach

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Digital Marketing Literacy as A Mediation of Online Business Readiness Influenced by Entrepreneurship Education (Study on Business Operators in Malang Raya) Brian Wicaksono Ardiansyah; F. Danardana Muwarni; Ludi Wishnu Wardana; Farij Ibadil Maula
Journal of Applied Business, Taxation and Economics Research Vol. 2 No. 6 (2023): August 2023
Publisher : PT. EQUATOR SINAR AKADEMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54408/jabter.v2i6.203

Abstract

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.
Co-Authors Adelia Rahma Adelia Rahma Adelia Rahma Adelia Rahma Adelia Rahma Adelia Rahma Agus Hermawan Agus Wibowo Amelia Setyawati AMELIA SETYAWATI Amelia Setyawati Amelia Setyawati Amelia Suggangga ANGGA MARTHA MAHENDRA, ANGGA Aniek Indrawati Arum Cahya Aurelia, Putri Alma Azizah, Sovia Nurul Bagus Setiawan Brian Wicaksono Ardiansyah Chamdan Purnama Devi, Dini Amelia F. Danardana Muwarni Felinda Mustika Ramadhanti Putri Islamiah Feni Azadilah Fika Septiandari Gleydis Harwida Heny Kusdiyanti Juwairia Juwairia Ludi Wishnu Wardana Lusiana Pratiwi Moh Shabri Mohammad Hari Nyu Herno Aris Wibowo Nyuherno Aris Wibowo Priyono, Annisa Puspa Dwi Puspo Dewi Dirgantari Putri Hestiningrum Putry, Lyesel Dwinta Rabbany, Vika Shabrina Rachmad Hidayat Raya Sulistyowati Rayyan Sugangga Rayyan Sugangga Rayyan Sugangga Saiful Anam Selfiah Selfiah Septyan Budy Cahya Sudarmiatin Thusy Tiara Saraswati Triesninda Pahlevi Yulita Pujiharti