Dampak Kampus Mengajar "Digital Marketing" terhadap Minat Pengembangan Bisnis Siswa
DOI:
https://doi.org/10.24002/konstelasi.v4i1.9185Keywords:
bisnis, motivasi intrinsik, pemasaran digital, pembelajaran, pemodelan persamaan strukturalAbstract
Dalam era digital yang terus berkembang pesat, pemasaran tradisional mengalami transformasi signifikan menuju digital marketing, yaitu strategi pemasaran yang mengoptimalkan penggunaan media digital. Melalui kegiatan Kampus Mengajar, pembelajaran digital marketing diberikan kepada siswa SMA guna menghadapi era bisnis digital. Masalah yang diteliti pada penelitian ialah untuk mengetahui dampak pembelajaran digital marketing dan motivasi intrinsik siswa terhadap minat pengembangan bisnis. Selain itu, akan dianalisis juga persepsi siswa terhadap pembelajaran yang diberikan serta hasil yang diperoleh dari pembelajaran ini. Analisis dilakukan menggunakan structural equation modeling, dengan dua jenis pengukuran: measurement model untuk mengukur hubungan antara manifestasi dan konstruk, serta structural model untuk mengukur hubungan antar konstruk dengan menggunakan Software SPSS AMOS 26. Data penelitian diperoleh melalui kuesioner yang disebarkan kepada 100 siswa. Variabel konstruk yang digunakan melibatkan usefulness, ease of use, intrinsic motivation, dan business interest. Hasil penelitian menunjukkan bahwa tidak terdapat pengaruh signifikan antara pembelajaran dan motivasi intrinsik terhadap minat pengembangan bisnis siswa. Namun, terdapat pengaruh yang signifikan antar motivasi intrinsik terhadap persepsi pada pembelajaran digital marketing. Secara umum, kinerja siswa dalam mengikuti pembelajaran digital marketing dinilai baik.
In the rapidly evolving digital era, traditional marketing has undergone a significant transformation towards digital marketing, a strategy that optimizes the use of digital media. Through the Kampus Mengajar program, digital marketing education is provided to high school students to prepare them for the digital business era. The problem studied in this report is determining the impact of digital marketing education and students' intrinsic motivation on their interest in business development. In addition, students’ perceptions of the education provided and program outcomes will be analyzed. The analysis was carried out using Structural Equation Modeling, a measurement model to measure the relationship between manifestations and constructs, and a structural model to measure the relationship between constructs. The data was processed using SPSS AMOS 26. Research data was obtained through questionnaires distributed to 100 students. Usefulness, Ease of Use, Intrinsic Motivation, and Business Interest were the construct variables. The research findings show no significant influence between education and intrinsic motivation on students' interest in business development. However, intrinsic motivation and perception significantly influence digital marketing education. Overall, student performance in Digital Marketing education is considered satisfactory.
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