Entrepreneurial Marketing Dimensions as Antecedents of Entrepreneurship Intention: Evidence from Young Potential Entrepreneurs in Indonesia

Antonius Satria Hadi; Niken Permata Sari; Stefanus Rumangkit

doi:10.55681/economina.v5i9.3804

Authors

Antonius Satria Hadi Universitas Widya Mataram, Indonesia
Niken Permata Sari Universitas Widya Mataram, Yogyakarta, Indonesia
Stefanus Rumangkit Universitas Bina Nusantara, Jakarta, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i9.3804

Keywords:

Entrepreneurial Marketing, Entrepreneurial Intention, Entrepreneurship

Abstract

This study aims to analyze the influence of entrepreneurial marketing dimensions on entrepreneurial intention among students in Yogyakarta, Indonesia. The study employed a quantitative approach using a survey method involving one hundred respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using multiple regression analysis with the assistance of SmartPLS software. The results indicate that the seven dimensions of entrepreneurial marketing, namely proactiveness, opportunity focus, calculated risk taking, innovativeness, customer intensity, resource leveraging, and value creation, have a positive and significant effect on entrepreneurial intention. These findings suggest that developing an entrepreneurial marketing mindset can serve as a strategic approach to enhancing individuals’ readiness to engage in entrepreneurial activities.

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