Digital Entrepreneurship Education, Franchise Knowledge, and Franchise Entrepreneurial Intention: A Study of Direct and Indirect Relationships

Satria Putra Utama (Universitas Negeri Malang, Malang, Indonesia)
Sudarmiatin (Universitas Negeri Malang, Malang, Indonesia)
Agus Hermawan (Universitas Negeri Malang, Malang, Indonesia)
Wening Patmi Rahayu (Universitas Negeri Malang, Malang, Indonesia)
Risca Kurnia Sari (Universitas Bina Nusantara, Jakarta Barat, Indonesia)

EDUTREND: Journal of Emerging Issues and Trends in Education
Early Release Articles

Digital entrepreneurship education has become increasingly relevant in preparing individuals in higher education and university graduates to explore entrepreneurial opportunities. However, its relationship with franchise entrepreneurial intention and the role of franchise knowledge in this relationship require further investigation. This study examines the relationships between Digital Entrepreneurship Education (DEE), perceived Franchise Knowledge (FK), and Franchise Entrepreneurial Intention (FEI), including the statistical mediating role of FK. Using a quantitative cross-sectional survey design, data were collected through an online questionnaire from 200 current university students and graduates in Indonesia, selected through purposive sampling. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that DEE is positively and significantly associated with FEI and perceived FK, while perceived FK is positively and significantly associated with FEI. Furthermore, the indirect relationship between DEE and FEI through FK is statistically significant. The significant direct and indirect relationships are consistent with complementary partial mediation, suggesting that perceived franchise knowledge represents one statistical pathway within the proposed model linking digital entrepreneurship education with franchise entrepreneurial intention. These findings contribute to the literature on entrepreneurship education by extending the discussion to franchising as a specific entrepreneurial pathway. Practically, the results highlight the relevance of integrating digital entrepreneurship education with franchise-related learning opportunities in higher education. However, the cross-sectional design and purposive sampling limit causal interpretation and generalizability. Future research could examine additional psychological and contextual factors, including entrepreneurial self-efficacy, attitude toward franchising, perceived behavioral control, and perceived risk.