Hubungan Digital Marketing dan Pemahaman Etika Bisnis Islam dengan Minat Berwirausaha Generasi Z di Kelurahan Harjosari II Kecamatan Medan Amplas

Mirzah Ikmaliyah; Arifa Pratami; Parianto Parianto

doi:10.30640/inisiatif.v5i2.6220

Authors

Mirzah Ikmaliyah Universitas Islam Sumatera Utara
Arifa Pratami Universitas Islam Sumatera Utara
Parianto Parianto Universitas Islam Sumatera Utara

DOI:

https://doi.org/10.30640/inisiatif.v5i2.6220

Keywords:

Digital Marketing, Entrepreneurial Interest, Generation Z, Islamic Business, Understanding Islamic Business Ethics

Abstract

This research aims to analyze the relationship berween digital marketing and the understanding of Islamic business ethics with the entrepreneurial interest of Generation Z in Harjosari II Village, Medan Amplas District. The research method used is quantitative with data collection techniques thru the distribution of questionnaires to 97 respondents who are Generation Z in Harjosari II Village, Medan Amplas District. Data analysis was conducted using SmartPLS version 4 software. The research results show that digital marketinghas a positive and significant relationship with the entrepreneurial interest of Generation Z. Understanding Islamic business ethich also has a positive and significant relationship with the entrepreneurial interest of Generation Z. Furthermore, simultaneously, digital marketing and understanding Islamic business ethics have a positive and significant relationship with the entrepreneurial interest of Generation Z. Based on the results of the coefficient of determination test, an R-square value of 0.617 was obtained, indicating that digital marketing and understanding of Islamic business ethics can explain entrepreneurial interest by 61.7%, while the remaining 38.3% is influenced by other variables outside the study. This research contributes to the government and educational institutions in designing policies and programs to encourage digital based entrepreneurial interest among the younger generation.

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