Entrepreneurial Intentions of Vocational High School Students in Malang: A Study of the Contribution of Entrepreneurship Education, Communication Skills, and Digital Marketing

Irma Suryandari; Agung Winarno; Hadi Sumarsono

doi:10.55927/fjmr.v4i12.642

Authors

Irma Suryandari Universitas Negeri Malang
Agung Winarno Universitas Negeri Malang
Hadi Sumarsono Universitas Negeri Malang

DOI:

https://doi.org/10.55927/fjmr.v4i12.642

Keywords:

Entrepreneurial Intention, Entrepreneurship Education , Communication Skills, Digital Marketing

Abstract

The low level of entrepreneurial intention among vocational school graduates remains a problem that contributes to high open unemployment rates. This study aims to examine the effect of entrepreneurship education and communication skills on entrepreneurial intention, with digital marketing as a mediating variable. The study uses a quantitative approach with data collection using a closed questionnaire, examining 16 indicators from 4 variables being tested. The sample consisted of 194 12th-grade students from the Business and Management program at Muhammadiyah Vocational School in Malang Regency. The results showed that entrepreneurship education and communication skills had a positive effect on entrepreneurial intent, and digital marketing was found to mediate this relationship. These findings emphasize the importance of integrating digital based entrepreneurship education to support graduates' readiness to become entrepreneurs.

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