DIGITAL LITERACY-BASED MARKETING MANAGEMENT STRATEGY TO INCREASE STUDENT ENTREPRENEURSHIP PRODUCT PURCHASE INTEREST AT SATYAGAMA UNIVERSITY
DOI:
https://doi.org/10.59003/nhj.v4i7.2070Keywords:
Digital Literacy, Marketing Management, Purchase Interest, Student EntrepreneurshipAbstract
The development of digital technology has transformed the marketing patterns of student entrepreneurial products into more modern and digital-based media. This study aims to analyze digital literacy-based marketing management strategies to increase consumer interest in purchasing student entrepreneurial products at Satyagama University. The research method used a quantitative approach through the distribution of questionnaires to Satyagama University students involved in entrepreneurial activities. The results show that digital literacy skills, social media utilization, and digital marketing strategies have a positive influence on increasing consumer interest in purchasing student products.
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