1Ummi Mawaddah Alfitri, 2Ali Muhson
1,2Faculty of Economics and Business, Yogyakarta State University, Yogyakarta, Indonesia
DOI : https://doi.org/10.47191/ijmra/v7-i02-36Google Scholar Download Pdf
ABSTRACT
The Influence of Learning Capability and Sensing Capability on Digital Entrepreneurship with Market Orientation as Moderation. Thesis. Yogyakarta: Faculty of Economics and Business, Yogyakarta State University 2024. This research aims to determine the influence of learning capability and sensing capability on digital entrepreneurship with market orientation as moderation. This research is quantitative descriptive. The subjects in this research were students in Yogyakarta. This research population applies to all students at D.I Yogyakarta who have the desire to build a digital business. The number of samples in this research was 358 students. The sampling technique uses non-probability sampling techniques. Data collection techniques using questionnaires. The validity of the questionnaire was tested using factor analysis (loading factors) and the reliability was tested using Croanbach's Alpha. The data analysis techniques used are multiple regression analysis and moderated regression analysis (MRA). The results of this research are as follows. (1) Learning capability has no effect on digital entrepreneurship with a parameter coefficient value of 0.196 with a significant level of 0.566 > 0.05 (2) Sensing capability has an effect on digital entrepreneurship with a parameter coefficient value of 0.882 with a significant level of 0.000 < 0.05 (3) Market Orientation as a variable moderating (learning capability*market orientation) is not able to moderate the influence of learning capability on digital entrepreneurship with a parameter coefficient value of 0.004 with a significant level of 0.769 (4) Market orientation as a moderating variable (sensing capability*market orientation) is able to moderate the influence of sensing capability on digital entrepreneurship with a parameter coefficient value of 0.030 with a significant level of 0.044 < 0.05.
KEYWORDS:learning capability, Sensing capability, Digital Entrepreneurship, Market Orientation.
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Volume 07 Issue 02 February 2024
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