Islamic Entrepreneurial Marketing Orientation Among Islamic University Students

Abstract

Indonesia plans to be the number one global halal hub that need support of massive Islamic entrepreneurial marketing capabilities. This study aims to assess Islamic entrepreneurial marketing orientation among university students. The sample used was students of the Faculty of Economics and Islamic Business UIN Prof. K.H. Saifuddin Zuhri Purwokerto who had participated in a business internship program (PMBM). Data were collected using questionnaire instruments and analyzed using  Confirmatory Factor Analysis technique. The results revealed that Islamic entrepreneurial marketing orientation proved to be a multidimensional construct consisting of factors such as: Activeness, Opportunity orientation, Risk orientation, Innovation orientation, Customer orientation, Value orientation, Committed and Shari'ah conformance. The results showed that the dimensions of Islamic entrepreneurial marketing orientation of respondents were generally quite good. This can be seen from the percentages that are above the 70% criterion). As for the dimensions that are still low are proactiveness (64%) and risk orientation (59%). This study provides novelty by finding that the implementation of sharia conformance is proven to be important in building Islamic entrepreneurial marketing orientation among Islamic students in Islamic university. However, other factors need to be emphasized more in the development of the programme since the results show that other factors are stronger in forming the students orientation in Islamic entrepreneurial marketing. Future research can be conducted by developing similar research on Islamic students in other region and in privat university.