PERAN PENGETAHUAN KEWIRAUSAHAAN DAN MEDIA SOSIAL DALAM PENGEMBANGAN KREATIVITAS BERWIRAUSAHA

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Maureen Olivia
Kartika Nuringsih

Abstract

Kreativitas merupakan salah satu kemampuan yang harus dimiliki oleh wirausaha. Sejalan dengan pentingnya kreativitas dalam aktivitas kewirausahaan maka dalam studi ini melakukan investigasi pada berbagai faktor yang mempengaruhi kreativitas mahasiswa dalam kewirausahaan. Terlebih di masa pandemic sehingga sebagai upaya untuk mempertahankan kinerja usaha harus diikuti dengan kemampuan mengembangkan kreativitas. Sementara itu karakter inilah yang menjadi kendala bagi wirausaha dalam memulai suatu usaha. Oleh karena itu studi ini mencoba menelaah variabel yang dapat mendorong kreativitas mahasiswa dalam menjalankan aktivitas kewirausahaan, diantaranya pengetahuan kewirausahaan, media sosial dan lingkungan keluarga. Penelitian menggunakan pendekatan deskriptif dan kuantitatif dengan melibatkan 100 mahasiswa program studi Sarjana Manajemen Fakultas Ekonomi & Bisnis, Universitas Tarumanagara sebagai responden. Pemilihan samping menggunakan teknik purposive sampling dengan kriteria mahasiswa dari prodi sarjana manajemen serta sudah mengambil matakuliah dasar-dasar kewirausahaan.  Pengumpulan data menggunakan kuesioner yang disebarkan melalui google forms. Hasil pengujian hipotesis mengindikasikan pengetahuan kewirausahaan dan media sosial berpengaruh secara signifikan pada tingkat 5% sedangkan lingkungan keluarga belum memberikan efek signifikan terhadap kreativitas berwirausaha. Hasil ini menunjukan peran institusi pendidikan dalam menyediakan pembelajaran kewirausahaan kepada mahasiswa sehingga dapat mendorong kreativitas dalam kewirausahaan. Dalam situasi pandemi, media sosial dimanfaatkan untuk meningkatkan kreativitas serta mendorong inovasi bisnis. 


Creativity is one of the abilities that must be owned by entrepreneurs. In line with the importance of creativity in entrepreneurial activities, this study investigates various factors that influence student creativity in entrepreneurship. Especially during a pandemic, so to maintain business performance, it must be followed by the ability to develop creativity. Meanwhile, this character is an obstacle for entrepreneurs in starting a business. Therefore, this study tries to examine the variables that can encourage student creativity in carrying out entrepreneurial activities, including entrepreneurial knowledge, social media, and the family environment. The study used a descriptive and quantitative approach involving 100 students of the Bachelor of Management study program, Faculty of Economics & Business, Tarumanagara University as respondents. The side selection used a purposive sampling technique with the criteria of students from the management undergraduate study program and had taken the basics of entrepreneurship course. Data collection uses a questionnaire distributed through google forms. The results of hypothesis testing indicate that entrepreneurial knowledge and social media have a significant effect at the 5% level, while the family environment has not had a significant effect on entrepreneurial creativity. These results show the role of educational institutions in providing entrepreneurial learning to students so that they can encourage creativity in entrepreneurship. In a pandemic situation, social media is used to increase creativity and encourage business innovation.


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