Digital Marketing Capability and Self-Efficacy in Enhancing Entrepreneurial Intention Among Students at Private Universities: The Moderating Role of the Entrepreneurial Ecosystem

Viola De Yusa; Muhammad Rafiq; Cahyani Pratisti; Riyadini Riyan  Utami

doi:10.61255/jeemba.v4i5.1650

Authors

Viola De Yusa Institut Informatika dan Bisnis Darmajaya, Indonesia
Muhammad Rafiq Institut Informatika dan Bisnis Darmajaya, Indonesia
Cahyani Pratisti Institut Informatika dan Bisnis Darmajaya, Indonesia
Riyadini Riyan Utami Institut Informatika dan Bisnis Darmajaya, Indonesia

DOI:

https://doi.org/10.61255/jeemba.v4i5.1650

Keywords:

Digital Marketing Capability, , Self-Efficacy, Entrepreneurial Ecosystem, Entrepreneurial Intention, Private Universities

Abstract

Purpose – This study examines the effects of Digital Marketing Capability and Self-Efficacy on the Entrepreneurial Intention of students at private universities in Bandar Lampung and tests the moderating role of perceived university Entrepreneurial Ecosystem support.
Design/methodology/approach – This study employed a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. Data were collected through a seven-point Likert-scale questionnaire from 240 students at private universities in Bandar Lampung. The analysis tested the direct effects among the constructs and the moderating effects of perceived university Entrepreneurial Ecosystem support.
Findings/Results – Digital Marketing Capability had a positive and significant effect on Entrepreneurial Intention. Unexpectedly, Self-Efficacy had a significant negative effect. Perceived university Entrepreneurial Ecosystem support significantly strengthened the Digital Marketing Capability–Entrepreneurial Intention relationship but did not significantly moderate the Self-Efficacy–Entrepreneurial Intention relationship.
Originality/Value – This study shows that university entrepreneurial ecosystem support does not uniformly condition the relationships between individual capabilities and Entrepreneurial Intention. The significant moderation of Digital Marketing Capability, contrasted with the non-significant moderation of Self-Efficacy, provides a post hoc empirical insight into how technical and psychological capabilities may interact differently with contextual support.

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