PENGARUH DIMENSI ENTREPRENEURIAL MARKETING TERHADAP ENTREPRENEURIAL INTENTION MELALUI KREATIVITAS SEBAGAI MEDIATOR: SEBUAH STUDI KONSEPTUAL

Global economic development and digital transformation require students to develop adaptive, innovative, and creative entrepreneurial mindsets. Although entrepreneurship education in Indonesia continues to grow, the level of students’ entrepreneurial intention remains relatively low. This conceptual study aims to develop a model that examines the effect of Entrepreneurial Marketing (EM) dimensions on entrepreneurial intention through creativity as a mediating variable. The conceptual model integrates Entrepreneurial Marketing Theory and the Theory of Planned Behavior (TPB) to explain the psychological mechanisms underlying the formation of entrepreneurial intention. The EM dimensions examined include proactiveness, opportunity focus, innovation focus, and risk-taking. Based on the literature review, hypothesis development, and the relationships among variables, each EM dimension is expected to have a positive effect on students’ creativity, which in turn enhances entrepreneurial intention. Creativity acts as a psychological bridge that strengthens students’ intention to start a business. This study is conceptual in nature, focusing on the development of a theoretical model based on a literature review rather than empirical testing. The novelty of this study lies in the integration of Entrepreneurial Marketing (EM) and the Theory of Planned Behavior (TPB), with creativity positioned as a key mediating variable that links the effect of EM on entrepreneurial intention in the context of Indonesian university students. Perkembangan ekonomi global dan transformasi digital menuntut mahasiswa memiliki pola pikir kewirausahaan yang adaptif, inovatif, dan kreatif. Meskipun pendidikan kewirausahaan di Indonesia terus berkembang, tingkat niat berwirausaha mahasiswa masih relatif rendah. Penelitian konseptual ini bertujuan mengembangkan model yang menganalisis pengaruh dimensi Entrepreneurial Marketing (EM) terhadap entrepreneurial intention melalui kreativitas sebagai variabel mediasi. Model konseptual mengintegrasikan Entrepreneurial Marketing Theory dan Theory of Planned Behavior (TPB) untuk menjelaskan mekanisme psikologis yang mendasari pembentukan niat berwirausaha. Dimensi EM yang dikaji meliputi proaktivitas, fokus pada peluang, fokus pada inovasi, dan pengambilan risiko. Berdasarkan tinjauan pustaka dan pengembangan hipotesis serta hubungan antar variabel, setiap dimensi EM diperkirakan berpengaruh positif terhadap kreativitas mahasiswa, yang selanjutnya meningkatkan niat berwirausaha. Kreativitas berperan sebagai jembatan psikologis yang memperkuat niat mahasiswa dalam memulai usaha. Studi ini bersifat konseptual yang berfokus pada pengembangan model teoretis berbasis kajian literatur, bukan pengujian empiris. Kebaruan penelitian ini terletak pada integrasi Entrepreneurial Marketing (EM) dan Theory of Planned Behavior (TPB) dengan penempatan kreativitas sebagai mediator utama yang menjembatani pengaruh EM terhadap entrepreneurial intention dalam konteks mahasiswa Indonesia.