Work

Entrepreneurial Marketing and Marketing Performance in Gen Z Entrepreneurs: Exploring the Mediating Pathways to Entrepreneurial Resilience

Year: 2025

Type: article

Abstract: 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.

Source: Journal of Ecohumanism

DOI: 10.62754/joe.v4i1.6195

Authors: Yulia Nur Hasanah, Oki Anggraeni, Suwali ., Djeimy Kusnaman, Reza Rahmadi Hasibuan, Bahtiar Efendi

Institutions: Telkom University, Jenderal Soedirman University, Universitas Jember, Universitas Perwira Purbalingga, Universitas Sains Al-Qur'an

Language: English

Topic: Entrepreneurship Studies and Influences

Subfield: Management of Technology and Innovation

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: hybrid

OpenAlex ID: W4407100656

FWCI: 30.58

Cites:

Cited by: 25

Related to: 10