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Technopreneurship Enhancing Student MSMEs Competitive Edge via Digital Marketing

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

DOI
10.34306/att.v8i1.594
ISSN
2656-8888, 2655-8807
Published
2025-12-18
Publisher
Pandawan
Language
en
License
creativecommons.org/licenses/by/4.0

Abstract

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.

Keywords

Collaboration network of the authors

40 authors · 152 co-authorship links · 5 across different organisations · showing the 40 most connected

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  • State University of Semarang
  • Universitas Sumatera Utara
  • Tarumanagara University
  • Universitas Media Nusantara Citra
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Fathur RokhmanState University of Semarang7
Suyahmo SuyahmoAffiliation unknown7
Erni SuhariniAffiliation unknown6
Nina OktarinaAffiliation unknown5
Siti MursidahAffiliation unknown5
Hariyanto HariyantoAffiliation unknown5
Juhadi JuhadiAffiliation unknown5
Etty SoesilowatiAffiliation unknown5
Puji HardatiAffiliation unknown4
Mulyo WidodoAffiliation unknown4
Muh. SholehAffiliation unknown4
Noviani Achmad PutriAffiliation unknown4
Rusdarti RusdartiAffiliation unknown4
Dewi Liesnoor SetyowatiState University of Semarang4
R Benny RiyantoAffiliation unknown3
Edi KurniawanUniversitas Sumatera Utara3
Talitha WidiatningrumAffiliation unknown3
Widiyanto WidiyantoAffiliation unknown3
Purwadi SuhandiniAffiliation unknown3
Shanty OktaviliaAffiliation unknown3
Tjaturahono Budi SanjotoAffiliation unknown3
Amin PujiatiAffiliation unknown3
Wasino WasinoTarumanagara University3
Moh Yasir AlimiAffiliation unknown3
Hamdan Tri AtmajaAffiliation unknown3
Etty Puji LestariAffiliation unknown2
Arief YuliantoUniversitas Media Nusantara Citra2
Apik Budi SantosoAffiliation unknown2
Sriyanto SriyantoAffiliation unknown2
Muhammad Fauzan RamadhanAffiliation unknown2
Ayu Wulansari PramitaAffiliation unknown2
Lina Adi WijayantiAffiliation unknown2
Ibnu SodiqAffiliation unknown2

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://att.aptisi.or.id/index.php/att/oai, first harvested 6 Nov 2026, last seen 6 Nov 2026.
Original metadata (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>
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