Exploring Student Experiences in Developing Digital Entrepreneurship through the Shopee Affiliate Programme

Abstract

This study aims to explore students' experiences in developing digital entrepreneurship through the Shopee Affiliate programme. This qualitative approach uses a case study method involving two active students who are users of the Shopee Affiliate programme. Data was collected through in-depth interviews and analysed using thematic analysis techniques. The results of the study: first, students' motivation to join this programme is driven by the desire to gain financial independence as well as practical experience in digital business; second, students develop creative promotion strategies and personal branding through social media, which strengthens their communication skills, digital literacy, and creativity; third, involvement in the affiliate programme fosters entrepreneurial values such as initiative, responsibility, and the ability to adapt to technological developments. Overall, the research results confirm that Shopee Affiliate is not merely a platform for earning additional income, but also serves as an effective experience-based learning medium in shaping the character and digitalpreneur competencies among students.