ABSTRACT
In the face of the industrial revolution 4.0 era, competition will be increasingly fierce, so that policies and activities which can increase the competitiveness of UKMT in the future are needed instantly. Difficulties and obstacles in UKMT in Indonesia in developing their business are weak marketing channels, technology support and limited capital. Moreover, for beginner entrepreneurs, this problem will look bigger and become a considerable obstacle in developing their business. The purpose of this study is to look at the potential of the Business Canvas 4.0 Model. In particular, this study focuses on its potential in accordance with the learning process in the Business Study Program, at the Faculty of Economics and Business UPI. The method used in this study was the experimental method. Data collection was done by means of documentation study of the object of study both in the learning model and in the classroom. Interviews were conducted on lecturers to learn their responses to the model trials conducted. Thus, the results of this study seem to be quite effective in increasing the motivation and student learning culture of entrepreneurship as one of the subjects that have been considered less able to create educated.
