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Integrating Techno-Entrepreneurial Relationship Marketing (TERM) to Strengthen Student Entrepreneurial Competitiveness in Central Java

Year: 2025

Type: conference-paper

Abstract: The Techno-Entrepreneurial Relationship Marketing (TERM) model is a strategic framework that integrates digital innovation with relationship-based marketing to support student entrepreneurs in Central Java. This research adopts a mixed-methods design to evaluate how TERM impacts marketing outcomes by focusing on digital adoption, entrepreneurial orientation, and proactive customer interaction. Surveying 150 student-run ventures across 35 regions, the study finds that TERM significantly improves marketing performance by enabling responsive, data-informed strategies and fostering deeper customer relationships. Tools such as CRM systems, social media, and analytics platforms enhance customer retention and market relevance. The study concludes that embedding TERM into entrepreneurship education equips students with the digital and relational competencies needed to compete effectively in the evolving business landscape.

Source: RSF Conference Series Business Management and Social Sciences

DOI: 10.31098/bmss.v5i1.925

Authors: Dika Vivi Widyanti, Noor Suroija, M. Nahar, Bagus Yunianto Wibowo, Andi Setiawan, Sri Wahyuni

Institution: Politeknik Negeri Semarang

Language: English

Topic: Entrepreneurship Studies and Influences

Subfield: Management of Technology and Innovation

Field: Business, Management and Accounting

Domain: Social Sciences

SDGs: Quality education, Industry, innovation and infrastructure, Decent work and economic growth

Open Access status: diamond

OpenAlex ID: W4414435180

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