DAMPAK MEDIA SOSIAL TERHADAP PERTUMBUHAN KEWIRAUSAHAAN MAHASISWA DI LINGKUNGAN PERGURUAN TINGGI

Abstract

The development of digital technology has made social media one of the main tools in supporting entrepreneurial activities, especially among students. This article aims to critically examine the impact of social media on the growth of student businesses in the college environment using a literature study approach. This approach allows researchers to conduct an in-depth review of various scientific sources, compare perspectives from various previous studies, and formulate a conceptual understanding of the relationship between social media and student business growth. The results of the literature review indicate that social media has a significant impact on promotional aspects, expanding customer networks, marketing cost efficiency, and increasing brand awareness. In addition, social media also strengthens students' motivation and creativity in developing their businesses. However, challenges such as lack of digital literacy and high digital market competition are also a concern. This study is expected to be a conceptual basis for further research and provide insight for students and higher education institutions in optimizing the use of social media for business development.