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Technopreneurship Enhancing Student MSMEs Competitive Edge via Digital Marketing

Aptisi Transactions on Technopreneurship (ATT) · Vol. 8 No. 1 (2025) · hlm. 24–36

DOI
10.34306/att.v8i1.594
ISSN
2656-8888, 2655-8807
Terbit
2025-12-18
Penerbit
Pandawan
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This research aims to analyze the role of technopreneurship in increasing the competitive advantage of student MSMEs in Semarang City through digital marketing capability. This study uses a quantitative approach. The sampling technique in this research is a quota random sampling technique. This technique is used because the grouping of MSMEs is united into one group, namely the student MSME group in Semarang City which is technology oriented. The number of samples in this research was 120 student MSME actors in Semarang City. The analytical method used in this research is Structural Equation Modeling (SEM) analysis with the help of the SmartPLS program. The research results show that digital marketing capability and innovation capability directly have a positive and significant influence on the competitive advantage of student MSMEs in Semarang City. Technopreneurship has a significant effect on competitive advantage. Indirectly, technopreneurship has a significant effect on competitive advantage through digital marketing capability. However, indirectly, innovation capability has no significant effect on competitive advantage through digital marketing capability. The implication of this research is that student MSMEs that are run by students tend to be more adaptive to technological developments, so that a technopreneurship approach will be very helpful in increasing the competitive advantage of student MSMEs.

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  • State University of Semarang
  • Tarumanagara University
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  • Organisasi berbeda
  • Organisasi sama
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Rekan penulisOrganisasiArtikel bersama
Suyahmo SuyahmoAfiliasi tidak diketahui7
Erni SuhariniAfiliasi tidak diketahui6
Siti MursidahAfiliasi tidak diketahui5
Hariyanto HariyantoAfiliasi tidak diketahui5
Juhadi JuhadiAfiliasi tidak diketahui5
Puji HardatiAfiliasi tidak diketahui4
Mulyo WidodoAfiliasi tidak diketahui4
Muh. SholehAfiliasi tidak diketahui4
Noviani Achmad PutriAfiliasi tidak diketahui4
Hamdan Tri AtmajaAfiliasi tidak diketahui4
Etty SoesilowatiAfiliasi tidak diketahui4
Rusdarti RusdartiAfiliasi tidak diketahui4
Dewi Liesnoor SetyowatiState University of Semarang4
R Benny RiyantoAfiliasi tidak diketahui3
Fathur RokhmanState University of Semarang3
Talitha WidiatningrumAfiliasi tidak diketahui3
Widiyanto WidiyantoAfiliasi tidak diketahui3
Purwadi SuhandiniAfiliasi tidak diketahui3
Shanty OktaviliaAfiliasi tidak diketahui3
Fauzul AdzimAfiliasi tidak diketahui3
Tjaturahono Budi SanjotoAfiliasi tidak diketahui3
Amin PujiatiAfiliasi tidak diketahui3
Wasino WasinoTarumanagara University3
Moh Yasir AlimiAfiliasi tidak diketahui3
Arief YuliantoState University of Semarang2
Apik Budi SantosoAfiliasi tidak diketahui2
Sriyanto SriyantoAfiliasi tidak diketahui2
Muhammad Fauzan RamadhanAfiliasi tidak diketahui2
Ayu Wulansari PramitaAfiliasi tidak diketahui2
Lina Adi WijayantiAfiliasi tidak diketahui2
Andy SuryadiAfiliasi tidak diketahui2
Etty Puji LestariAfiliasi tidak diketahui2
Ibnu SodiqAfiliasi tidak diketahui2

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Sumber metadata: OAI-PMH (metadata jurnal) https://att.aptisi.or.id/index.php/att/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">Technopreneurship Enhancing Student MSMEs Competitive Edge via Digital Marketing</dc:title>
	<dc:creator xml:lang="en">Ismiyanti, Yulina</dc:creator>
	<dc:creator xml:lang="en">Prajanti, Sucihatiningsih Dian Wisika</dc:creator>
	<dc:creator xml:lang="en">Utomo, Cahyo Budi</dc:creator>
	<dc:creator xml:lang="en">Handoyo, Eko</dc:creator>
	<dc:creator xml:lang="en">Banowati, Eva</dc:creator>
	<dc:creator xml:lang="en">Kusmaryono, Imam</dc:creator>
	<dc:creator xml:lang="en">Huda, Muhammad Nur</dc:creator>
	<dc:subject xml:lang="en">Competitive Advantage</dc:subject>
	<dc:subject xml:lang="en">Technopreneurship</dc:subject>
	<dc:subject xml:lang="en">Digital Marketing Capability</dc:subject>
	<dc:subject xml:lang="en">Innovation Capability</dc:subject>
	<dc:subject xml:lang="en">Student MSMEs</dc:subject>
	<dc:description xml:lang="en">This research aims to analyze the role of technopreneurship in increasing the competitive advantage of student MSMEs in Semarang City through digital marketing capability. This study uses a quantitative approach. The sampling technique in this research is a quota random sampling technique. This technique is used because the grouping of MSMEs is united into one group, namely the student MSME group in Semarang City which is technology oriented. The number of samples in this research was 120 student MSME actors in Semarang City. The analytical method used in this research is Structural Equation Modeling (SEM) analysis with the help of the SmartPLS program. The research results show that digital marketing capability and innovation capability directly have a positive and significant influence on the competitive advantage of student MSMEs in Semarang City. Technopreneurship has a significant effect on competitive advantage. Indirectly, technopreneurship has a significant effect on competitive advantage through digital marketing capability. However, indirectly, innovation capability has no significant effect on competitive advantage through digital marketing capability. The implication of this research is that student MSMEs that are run by students tend to be more adaptive to technological developments, so that a technopreneurship approach will be very helpful in increasing the competitive advantage of student MSMEs.</dc:description>
	<dc:publisher xml:lang="en">Pandawan</dc:publisher>
	<dc:date>2025-12-18</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://att.aptisi.or.id/index.php/att/article/view/594</dc:identifier>
	<dc:identifier>10.34306/att.v8i1.594</dc:identifier>
	<dc:source xml:lang="en">Aptisi Transactions on Technopreneurship (ATT); Vol. 8 No. 1 (2026): March; 24-36</dc:source>
	<dc:source xml:lang="id">Aptisi Transactions On Technopreneurship (ATT); Vol 8 No 1 (2026): March; 24-36</dc:source>
	<dc:source>2656-8888</dc:source>
	<dc:source>2655-8807</dc:source>
	<dc:source>10.34306/att.v8i1</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://att.aptisi.or.id/index.php/att/article/view/594/418</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Yulina Ismiyanti, Sucihatiningsih Dian Wisika Prajanti, Cahyo Budi Utomo, Eko Handoyo, Eva Banowati, Imam Kusmaryono, Muhammad Nur Huda</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>