The Influence of Digital Marketing on Social Entrepreneurship

Abstrak. Digital marketing has a strategic role in the development of social entrepreneurship, especially to increase visibility, community involvement, and social impact. This study aims to analyze the influence of digital marketing on social entrepreneurship in PT. Waste4Change Alam Indonesia. The study used a quantitative approach with a causal associative method and involved 100 respondents who were selected using a simple random sampling technique. Data was collected through questionnaires and analyzed using t-test, correlation test, and determination coefficient through SPSS version 25 software. The results of the study show that digital marketing significantly contributes to strengthening social entrepreneurship, especially in increasing public awareness of the importance of sustainable waste management. Abstract. Digital marketing memiliki peran strategis dalam pengembangan social entrepreneurship, terutama untuk meningkatkan visibilitas, keterlibatan masyarakat, dan dampak sosial. Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing terhadap social entrepreneurship di PT. Waste4Change Alam Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan metode asosiatif kausal dan melibatkan 100 responden yang dipilih menggunakan teknik simple random sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan uji t, uji korelasi, dan koefisien determinasi melalui perangkat lunak SPSS versi 25. Hasil penelitian menunjukkan bahwa digital marketing secara signifikan berkontribusi pada penguatan social entrepreneurship, terutama dalam meningkatkan kesadaran masyarakat terhadap pentingnya pengelolaan limbah yang berkelanjutan.