<![CDATA[Abstrak: Penelitian ini menganalisis pengaruh self-confidence dan creativity yang dimediasi oleh pemahaman digital marketing terhadap minat berwirausaha siswa SMK di era digital. Era digital saat ini menawarkan peluang signifikan bagi wirausaha, namun kesiapan siswa SMK dalam memanfaatkan potensi ini belum optimal. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Pengumpulan data penelitian diperoleh dari responden sejumlah 291 siswa SMK di Pasuruan melalui kuesioner skala Likert. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan perangkat lunak AMOS. Hasil penelitian ini diharapkan memberikan wawasan mengenai peran self-confidence, creativity, dan pemahaman digital marketing dalam menumbuhkan minat berwirausaha. Implikasi praktis penelitian ini mencakup rekomendasi untuk pengembangan kurikulum dan program pelatihan kewirausahaan yang lebih terarah bagi siswa SMK. Penelitian ini memberikan kontribusi teoritis dengan memperkaya model hubungan antara faktor psikologis dan keterampilan digital dalam mengoptimalkan kreativitas siswa agar selaras dengan tujuan berwirausaha di tengah dinamika era digital. Abstract: This study analyzes the influence of self-confidence and creativity, mediated by digital marketing understanding, on entrepreneurial interest among vocational high school students in the digital era. The current digital era presents significant opportunities for entrepreneurs; however, the readiness of vocational high school students to utilize this potential remains suboptimal. This study employed a quantitative approach, utilizing a survey method. Data were collected from 291 vocational high school students in Pasuruan using a Likert-scale questionnaire. Data analysis was performed using Structural Equation Modeling (SEM) with AMOS software. The results of this study are expected to provide insight into the role of self-confidence, creativity, and digital marketing understanding in fostering entrepreneurial interest. The practical implications of this research include recommendations for developing a more targeted curriculum and an entrepreneurship training program tailored to vocational high school students. This research makes a theoretical contribution by enriching the model of the relationship between psychological factors and digital skills in optimizing student creativity to align with entrepreneurial goals within the context of the digital era.]]>
