http://penerbitgoodwood.com/index.php/JBPD <p style="text-align: justify;">Jurnal Bisnis dan Pemasaran Digital / Journal of Business and Digital Marketing (JBPD), is a peer-reviewed journal focused on high-quality research in business and digital marketing. It serves as a platform for original research, conceptual papers, and applied studies that contribute to the advancement of these fields in Indonesia</p> Penerbit Goodwood en-US Jurnal Bisnis dan Pemasaran Digital 2798-3293 <p>Authors who publish with this journal agree to the following terms:</p> <ol> <li class="show">Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a&nbsp;<a href="http://creativecommons.org/licenses/by-sa/4.0/" target="_blank" rel="noopener">Creative Commons Attribution License (CC BY-SA 4.0)</a>&nbsp;that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.</li> <li class="show">Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.</li> <li class="show">Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.</li> </ol> http://penerbitgoodwood.com/index.php/JBPD/article/view/6612 <p><strong>Purpose: </strong>This study aimed to examine the influence of creativity and digital literacy on entrepreneurial intentions among Generation Z students at Bandar Lampung University. This study investigates how these two factors contribute to fostering entrepreneurial intentions among university students.</p> <p><strong>Research Methodology: </strong>A quantitative survey was conducted with 97 respondents from Bandar Lampung University. The data were analyzed using multiple linear regression to assess the impact of creativity and digital literacy on entrepreneurial intention. This method allows for an understanding of the individual and combined effects of these variables on students' entrepreneurial intentions.</p> <p><strong>Results: </strong>The results indicate that both creativity and digital literacy positively and significantly affect entrepreneurial intention. This effect was observed both partially and simultaneously, suggesting that the enhancement of these two factors can contribute to the development of entrepreneurial intention among Generation Z students at Bandar Lampung University.</p> <p><strong>Conclusions: </strong>The findings highlight the importance of fostering creativity and digital literacy to encourage entrepreneurial intentions among university students.</p> <p><strong>Limitations: </strong>The study is limited by the relatively small sample size of 97 respondents, which may not fully represent the broader population of Gen Z students. Additionally, the study was conducted at a single university, which may limit the generalizability of the findings to other universities or regions. Further research with larger and more diverse samples could provide more robust insights.</p> <p><strong>Contribution</strong><strong>s</strong><strong>: </strong>This study contributes to the entrepreneurial intention literature by exploring the roles of creativity and digital literacy in shaping the entrepreneurial mindset of Generation Z students.</p> Wenny Permata Sari Dwi Puspita Anggraini Copyright (c) 2026 Wenny Permata Sari, Dwi Puspita Anggraini https://creativecommons.org/licenses/by-sa/4.0 2026-01-05 2026-01-05 5 2 1 10 10.35912/jbpd.v5i2.6612