Entrepreneurial Marketing and Marketing Performance in Gen Z Entrepreneurs
Exploring the Mediating Pathways to Entrepreneurial Resilience
Bibliographic Data
| ID | 22357145 |
|---|---|
| Authors | Yulia Nur Hasanah (0000-0001-6380-4602, Telkom University), Oki Anggraeni (Jenderal Soedirman University), Suwali, Suwali Suwali, Djeimy Kusnaman (0000-0003-3938-1827, Jenderal Soedirman University), Reza Rahmadi Hasibuan (0000-0001-7083-1422, Universitas Panca Marga), Bahtiar Efendi (Universitas Sains Al-Qur'an) |
| Year | 2025 |
| Volume | 4 |
| Issue | 1 |
| Publication date | 2025-02-03 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Ecohumanism (JOURNAL) |
| Journal identifiers | ISSN: 2752-6798 • E-ISSN: 2752-6801 |
| Publisher | Creative Publishing House (PUBLISHER • GB) |
| DOI | 10.62754/joe.v4i1.6195 |
| OpenAlex | W4407100656 |
| Language | EN |
This study examines how Generation Z in Indonesia performs in marketing and how factors such as entrepreneurial mindset, social support, self-efficacy, and entrepreneurial marketing influence their resilience. A quantitative survey was conducted in 2024 on 6.1 million Generation Z members, with a sample of 400 respondents selected using the Slovin formula (5% margin of error). Results reveal that entrepreneurial marketing positively impacts self-efficacy, social support, entrepreneurial mindset, and resilience, though the effect on self-efficacy is not statistically significant. Entrepreneurial resilience significantly influences marketing performance, highlighting the importance of entrepreneurial attitudes and resilience in achieving marketing success
Business · Entrepreneurship · Marketing management · Entrepreneurship Studies and Influences · Materials Science · Marketing
| Highly cited | No |
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