PENGARUH PEMANFAATAN E-COMMERCE, DIGITAL MARKETING, DAN KEMAMPUAN MANAJERIAL, TERHADAP KINERJA BISNIS WIRAUSAHA RINTISAN MAHASISWA

Laura Rizki Amalia, . (2025) PENGARUH PEMANFAATAN E-COMMERCE, DIGITAL MARKETING, DAN KEMAMPUAN MANAJERIAL, TERHADAP KINERJA BISNIS WIRAUSAHA RINTISAN MAHASISWA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study analyzes the influence of E-commerce Utilization, Digital Marketing, and Managerial Capability on the Business Performance of student start-up entrepreneurs using a quantitative PLS-SEM approach with 96 active student respondents. The results show that all indicators meet validity and reliability criteria, with the model explaining 64.5% of business performance and demonstrating strong predictive ability. While E-commerce Utilization and Digital Marketing have positive but not statistically significant effects, Managerial Capability shows a positive and significant impact, making it the most dominant factor. Overall, the findings highlight that student business performance is shaped not only by digital technology adoption but also by strong managerial skills, offering valuable insights for entrepreneurship development in the digital era. Keywords: Business Performance, E-commerce Utilization, Digital Marketing, Managerial Capability, Student Entrepreneurship, PLS-SEM

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil: 2210112164] [Pembimbing: Akhmad Saebani] [Penguji 1: Praptiningsih] [Penguji 2: Yongky Rangga Yuda Nugraha]
Uncontrolled Keywords:	Business Performance, E-commerce Utilization, Digital Marketing, Managerial Capability, Student Entrepreneurship, PLS-SEM
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management H Social Sciences > HF Commerce > HF5601 Accounting
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Akuntansi (S1)
Depositing User:	LAURA RIZKI AMALIA
Date Deposited:	31 Mar 2026 08:27
Last Modified:	31 Mar 2026 08:27
URI:	http://repository.upnvj.ac.id/id/eprint/41486

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