THE INFLUENCE OF DIGITAL LITERACY AND DIGITAL CREATIVITY ON STUDENTS' ENTREPRENEURIAL INTEREST IN BUSINESS ADMINISTRATION STUDY PROGRAM AT INTERNATIONAL WOMEN'S UNIVERSITY

Abstract

This study aims to analyze the influence of digital literacy and digital creativity on the entrepreneurial intention of female students in the Business Administration Study Program at International Women University (IWU), Bandung. A preliminary survey found that although students' entrepreneurial intention was relatively high, their digital activities remained dominated by social media and communication rather than digital business or economic activities, and their readiness to face entrepreneurial risk was comparatively low. This study used a quantitative approach with descriptive and verification methods. Data were collected through a Likert-scale questionnaire distributed to 94 active female students selected using simple random sampling from a population of 1,137 students, with sample size determined using the Slovin formula. The data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results show that digital literacy has a positive and significant partial effect on entrepreneurial intention (t = 2.60; sig. = 0.011), digital creativity has a positive and significant partial effect on entrepreneurial intention (t = 4.15; sig. < 0.001), and both variables simultaneously have a significant effect on entrepreneurial intention (F = 33.3; sig. < 0.001), contributing 42.3% to the variance in entrepreneurial intention (R² = 0.423), with digital creativity showing the stronger influence of the two predictors.