Dari Konsumen ke Entrepreneur: Pengaruh Pemasaran Digital dan Perilaku Konsumen terhadap Keputusan Berwirausaha Mahasiswa
DOI:
https://doi.org/10.37888/bjrm.v8i2.949Abstract
Transformasi digital telah mengubah peran generasi muda dari sekadar konsumen menjadi pelaku usaha berbasis teknologi. Mahasiswa sebagai digital native memiliki potensi besar untuk memanfaatkan pemasaran digital dan pemahaman perilaku konsumen dalam membangun usaha mandiri. Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran digital dan perilaku konsumen terhadap keputusan berwirausaha mahasiswa melalui pendekatan Systematic Literature Review (SLR). Metode yang digunakan mengacu pada pedoman PRISMA dengan menganalisis artikel ilmiah bereputasi yang diterbitkan pada periode 2020–2025 dari basis data Scopus, ScienceDirect, Google Scholar, dan SINTA. Hasil kajian menunjukkan bahwa pemasaran digital berperan sebagai katalis utama yang menurunkan hambatan masuk bisnis, memperluas akses pasar, dan meningkatkan kepercayaan diri kewirausahaan mahasiswa. Selain itu, pengalaman sebagai konsumen digital memberikan wawasan pasar yang mendorong munculnya ide bisnis dan peluang usaha. Namun, keputusan berwirausaha tetap dipengaruhi oleh faktor internal seperti self-efficacy, motivasi, dan persepsi risiko serta faktor eksternal seperti pendidikan kewirausahaan dan dukungan lingkungan. Penelitian ini menyimpulkan bahwa transformasi dari konsumen menjadi entrepreneur merupakan fenomena khas ekonomi digital yang dipengaruhi oleh interaksi kompleks antara pemasaran digital, perilaku konsumen, dan faktor psikologis individu. Implikasi penelitian ini penting bagi perguruan tinggi dan pembuat kebijakan dalam merancang strategi pengembangan kewirausahaan generasi muda berbasis digital.
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