Innovation and Challenges of Online Business of Students in Higher Education Environment: Case Study at ITEKES Permata Ilmu Maros

Abstract

This study aims to examine the forms of innovation and challenges faced by students in developing online businesses in the university environment at Itekes Permata Ilmu Maros. Using a qualitative descriptive approach, this study explores the patterns of innovation carried out by students, the main obstacles faced, and the strategic role of universities in supporting digital entrepreneurship. Data were obtained through in-depth interviews with online business students at Itekes Permata Ilmu Maros, as well as analysis of supporting documents. The results of the study show that students have utilized social media including WhatsApp, Facebook, Instagram and TikTok. However, they also face serious challenges, ranging from time management, limited capital, to tight market competition. This study provides important recommendations for universities to strengthen the digital entrepreneurship ecosystem, including through business incubators, practical training, and industry collaboration.