Integrating Business Communication Learning and Entrepreneurship Practice: A Descriptive Study of the Program for Communication Science Students

Abstract

This study examines the integration of business communication learning with practical entrepreneurship experiences at Universitas Negeri Jakarta (UNJ) through the “Wira Wiri UNJ” program. Grounded in Lasswell’s communication model and entrepreneurial education theory, the research addresses the growing influence of information and communication technology on business communication practices. Using a qualitative descriptive approach, data were collected through in-depth interviews with four Communication Science students (class of 2022) who participated in the program. Findings reveal a significant shift in students’ entrepreneurial mindsets, from viewing entrepreneurship as a simple transactional activity to recognizing it as a strategic process involving planning, marketing, financial management, and continuous learning. Mentor-student interactions were highly interactive, with credible mentors employing a blend of theoretical instruction, hands-on practice, and feedback. The study concludes that Wira Wiri UNJ effectively complements formal entrepreneurship education, enhancing students’ entrepreneurial competencies and readiness to engage in the business sector.