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Research Article

JCR. 2020; 7(13): 177-183


Sayid Abas,Muhamad Fazil Ahmad,Novdin M Sianturi.

The high number of workers has not been matched by the availability of adequate employment. Conditions like this require a solution so that unemployment does not increase. The process of implementing entrepreneurship education needs a strategy to make students have an entrepreneurial knowledge and mindset, and dare to open their own jobs or become entrepreneurs. The presence of business mentors who can invite and influence students in entrepreneurship is crucial. Therefore, the research question for this study is: How can persuasive communication strategies contribute to entrepreneurial learning for changing the mindset of students about entrepreneurship? This study was carried out using a case study of the entrepreneurship program of the Muhammadiyah University of Ponorogo. A qualitative research approach was used to examine how an academic context influences the way entrepreneurs learn, how they influence the mindset of students for entrepreneurs. Data were collected through semi-structured interviews and analyzed by using thematic method. From the results of this study it was found that the form of persuasive communication strategies carried out by the method was as follows; 1). Exampling (giving examples), 2). Greeting (Greetings), 3). Ask about interests, 4). Explorations (exploring desires), 5). Offering Options, 6). Handling Complaints, 7). Making Choices, 8). Make relations. This form of communication is carried out by mentors in influencing students to become entrepreneurs. The results obtained from the process of applying the persuasive communication model strategy, that there is the formation of students' attitudes & behaviors for entrepreneurship, that attitude is the existence of motivation and understanding the importance of entrepreneurship, and there is awareness to choose to become entrepreneurs.

Key words: Persuasive Communication, Communication Strategies, Students Entrepreneurship, Entrepreneurial Learning, Entrepreneurial Knowledge.

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