Examining Determinants of Digital Entrepreneurial Intention Among Boutique Sellers

The primary objective of this study is to ascertain the many elements that influence the inclination of small and medium-sized enterprises (SMEs) to engage in digital entrepreneurial intention. This study investigates the associations between education support, digital marketing literacy, and personal attitude towards digital entrepreneurial intention. The sample consisted of 200 participants, specifically small and medium-sized firms (SMEs) that functioned as boutique sellers in the fashion industry. The data was subsequently analyzed using the Statistical Package for the Social Sciences (SPSS) version 27.0. The analyzed data employing descriptive, correlation, and multiple regression methodologies. The study systematically investigated the correlation between education support, digital marketing literacy, personal attitude, and digital entrepreneurship intention among boutique sellers. The findings revealed a substantial association between these variables. The variable above emerged as the most significant predictor variable in forecasting digital entrepreneurial intention, whereas the educational background variable was shown to be insignificant. This study also includes recommendations and implications for future research and practical applications.