This work is licensed under a Creative Commons Attribution 4.0 International License.
Entrepreneurial Marketing Mindset as a Determining Factor for Digital Startup Success
Corresponding Author(s) : Muhammad Rifat Shauqy
Startupreneur Business Digital (SABDA Journal),
Vol. 4 No. 1 (2025): Startupreneur Business Digital (SABDA)
Abstract
This research explores the Entrepreneurial Marketing Mindset as a critical determinant of digital startup success in Indonesia’s dynamic and competitive market environment. Startups often face significant challenges, including resource limitations, market uncertainty, and the pressing need for continuous innovation and adaptation to maintain relevance. This study employs a Quantita- tive Approach, gathering data from 100 digital startups that have been operating for over two years. Multiple Linear Regression Analysis was used to evaluate the relationship between Entrepreneurial Marketing Mindset and key success metrics, such as product innovation, adaptability to market demands, and customer satisfaction. The findings reveal that adopting an Entrepreneurial Marketing Mindset significantly enhances a startup’s ability to innovate and respond swiftly to changing market dynamics. By fostering flexibility and creativity, this mindset empowers startups to navigate uncertainties, overcome market fragmentation, and establish a competitive edge. These insights are not only relevant for Indonesia but also extend to other regions with similar market conditions. In Southeast Asia, for example, fragmented markets and cultural diversity demand customized approaches, while in South Asia, accelerating digital transformation calls for adaptability and innovative strategies. Startups that embrace this mindset can develop tailored marketing strategies, optimize resource utilization, and achieve sustainable growth. This research underscores the pivotal role of Entrepreneurial Marketing Mindset in building resilience, fostering innovation, and ensuring the long-term success of digital startups in highly dynamic environments.
Keywords
Download Citation
Endnote/Zotero/Mendeley (RIS)BibTeX
- L. P. Mahyuni and V. Rinaldi, “Exploring key success factors of sustainable start-up business,” Jurnal Ekonomi dan Bisnis, vol. 25, no. 2, pp. 237–252, 2022.
- A. Yadav and S. Bansal, “Viewing marketing through entrepreneurial mindset: a systematic review,” International Journal of Emerging Markets, vol. 16, no. 2, pp. 133–153, 2021.
- K. Binowo and A. N. Hidayanto, “Discovering success factors in the pioneering stage of a digital startup,” Organizacija, vol. 56, no. 1, pp. 3–17, 2023.
- Z. U. Rehman, M. Arif, H. Gul, and J. Raza, “Linking the trust of industrial entrepreneurs on elements of ecosystem with entrepreneurial success: Determining startup behavior as mediator and entrepreneurial strategy as moderator,” Frontiers in Psychology, vol. 13, p. 877561, 2022.
- V. Guerola-Navarro, H. Gil-Gomez, R. Oltra-Badenes, and P. Soto-Acosta, “Customer relationship man- agement and its impact on entrepreneurial marketing: A literature review,” International Entrepreneurship and Management Journal, vol. 20, no. 2, pp. 507–547, 2024. [6] E. M. K. Jose and B. P. Kushwaha, “Technopreneurship in startups and understanding their entrepreneurial mindset: an empirical evidence,” International Journal of Management and Enterprise Development, vol. 23, no. 4, pp. 335–354, 2024.
- F. Hendratawan, N. Yuliani et al., “The role of entrepreneurial education and talent management: En- hancing leadership mindset of higher education students in the society 5.0 era,” in Proceedings of the 7th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2024, 4-5 September 2024, Shah Alam, Selangor, Malaysia, 2024.
- G. Ganefri, W. Kamdi, M. Makky, H. Hidayat, and Y. Rahmawati, “Entrepreneurship education and entrepreneurial intention among university students: The roles of entrepreneurial mindset, digital literacy, and self-efficacy,” Journal of Social Studies Education Research, vol. 15, no. 4, pp. 85–134, 2024.
- H. Hokmabadi, S. M. Rezvani, and C. A. de Matos, “Business resilience for small and medium enter- prises and startups by digital transformation and the role of marketing capabilities—a systematic review,” Systems, vol. 12, no. 6, p. 220, 2024.
- M. S. Mamatha and S. Mutyala, “Sustainable factors affecting women entrepreneurs: A comprehensive review,” in 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023). Atlantis Press, 2024, pp. 26–42.
- C. Isensee, F. Teuteberg, and K.-M. Griese, “Digital platforms and the sdgs: A socio-eco-technical frame- work for smes based on cross-case analysis,” Corporate Social Responsibility and Environmental Man- agement, 2024.
- S. Kraus, R. Harms, and M. Fink, “Entrepreneurial marketing: moving beyond marketing in new ven- tures,” International Journal of entrepreneurship and innovation management, vol. 11, no. 1, pp. 19–34, 2010.
- A. AL-MAMUN, A. Olowolayemo, S. Wani, and A. Sofiadin, “Exploring the impact of digital en- trepreneurship education among graduates in bangladesh,” Journal of Information Systems and Digital Technologies, vol. 4, no. 2, 2022.
- N. Benoˆıt and C. Belkacemi, “Studying the effects of entrepreneurial education with start-up success factors within the biotech industry: A review of the performance of german start-ups in the biotechnology industry.” Journal of Commercial Biotechnology, vol. 28, no. 3, 2023.
- S. Seoke, A. Mamabolo, and M. M. Mtotywa, “The impact of mass media entrepreneurship education on entrepreneurial mindset and intentions,” Entrepreneurship Education and Pedagogy, vol. 7, no. 4, pp. 529–556, 2024.
- N. Aboobaker and Z. KA, “Fostering entrepreneurial mindsets: the impact of learning motivation, per- sonal innovativeness, technological self-efficacy, and human capital on entrepreneurial intention,” Journal of International Education in Business, vol. 16, no. 3, pp. 312–333, 2023.
- T. M. Masenya, “Technopreneurship development: digital strategy for youth self-employment in the dig- ital economy,” in Handbook of Research on Management and Strategies for Digital Enterprise Transfor- mation. IGI Global, 2021, pp. 196–218.
- U. Rahardja, “Social media analysis as a marketing strategy in online marketing business,” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 2, pp. 176–182, 2022.
- L. D. Patr´ıcio and J. J. Ferreira, “Unlocking the connection between education, entrepreneurial mindset, and social values in entrepreneurial activity development,” Review of Managerial Science, vol. 18, no. 4, pp. 991–1013, 2024.
- A. Delhi and A. Sijabat, “The role of technology adoption in scaling startupreneur business models in the digital economy,” Startupreneur Business Digital (SABDA Journal), vol. 3, no. 2, pp. 141–147, 2024.
- A. Himki, T. Ramadhan, Y. Durachman, and E. S. Pramono, “Digital business entrepreneurship decisions: An e-business analysis (a study literature review),” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 1, pp. 107–113, 2022.
- D. S. Wuisan and T. Handra, “Maximizing online marketing strategy with digital advertising,” Star- tupreneur Business Digital (SABDA Journal), vol. 2, no. 1, pp. 22–30, 2023.
- A. Sutarman, U. Rahardja, F. P. Oganda, S. Millah, and N. N. Azizah, “The role of information technology in empowering the creative economy for sustainable tourism,” Aptisi Transactions on Technopreneurship (ATT), vol. 5, no. 2sp, pp. 175–185, 2023.
- A. S. Bist, “The importance of building a digital business startup in college,” Startupreneur Business Digital (SABDA Journal), vol. 2, no. 1, pp. 31–42, 2023.
- L. Sanbella, I. Van Versie, and S. Audiah, “Online marketing strategy optimization to increase sales and e-commerce development: An integrated approach in the digital age,” Startupreneur Business Digital (SABDA Journal), vol. 3, no. 1, pp. 54–66, 2024.
- K. M. Ariyanto, C. Lukita, T. Nurhaeni, Y. Febriansyah, R. Bila, and L. Pasha, “Optimizing online shop- ping with smart-pls as a tool for e-commerce enhancement,” in 2024 3rd International Conference on Creative Communication and Innovative Technology (ICCIT). IEEE, 2024, pp. 1–7.
- P. Kotler, H. Kartajaya, H. Den Huan, and J. Mussry, Entrepreneurial marketing: Beyond professionalism to creativity, leadership, and sustainability. John Wiley & Sons, 2023.
- M. Alfarizi, T. Widiastuti, and Ngatindriatun, “Exploration of technological challenges and public eco- nomic trends phenomenon in the sustainable performance of indonesian digital msmes on industrial era 4.0,” Journal of Industrial Integration and Management, vol. 9, no. 01, pp. 65–96, 2024.
- M. Budiarto, S. Audiah, E. D. Astuti, Y. P. A. Sanjaya, and M. Z. Firli, “Enhancing school and college at- tendance using advanced technology,” in 2024 3rd International Conference on Creative Communication and Innovative Technology (ICCIT). IEEE, 2024, pp. 1–6.
- M. Abubakre, Y. Zhou, and Z. Zhou, “The impact of information technology culture and personal in- novativeness in information technology on digital entrepreneurship success,” Information Technology & People, vol. 35, no. 1, pp. 204–231, 2022. [31] N. Thawesaengskulthai, A. Chatmarathong, and J. Koiwanit, “Impact and policy supporting thailand innovation driven enterprise: orchestrating university innovation and entrepreneurship ecosystem with
References
L. P. Mahyuni and V. Rinaldi, “Exploring key success factors of sustainable start-up business,” Jurnal Ekonomi dan Bisnis, vol. 25, no. 2, pp. 237–252, 2022.
A. Yadav and S. Bansal, “Viewing marketing through entrepreneurial mindset: a systematic review,” International Journal of Emerging Markets, vol. 16, no. 2, pp. 133–153, 2021.
K. Binowo and A. N. Hidayanto, “Discovering success factors in the pioneering stage of a digital startup,” Organizacija, vol. 56, no. 1, pp. 3–17, 2023.
Z. U. Rehman, M. Arif, H. Gul, and J. Raza, “Linking the trust of industrial entrepreneurs on elements of ecosystem with entrepreneurial success: Determining startup behavior as mediator and entrepreneurial strategy as moderator,” Frontiers in Psychology, vol. 13, p. 877561, 2022.
V. Guerola-Navarro, H. Gil-Gomez, R. Oltra-Badenes, and P. Soto-Acosta, “Customer relationship man- agement and its impact on entrepreneurial marketing: A literature review,” International Entrepreneurship and Management Journal, vol. 20, no. 2, pp. 507–547, 2024. [6] E. M. K. Jose and B. P. Kushwaha, “Technopreneurship in startups and understanding their entrepreneurial mindset: an empirical evidence,” International Journal of Management and Enterprise Development, vol. 23, no. 4, pp. 335–354, 2024.
F. Hendratawan, N. Yuliani et al., “The role of entrepreneurial education and talent management: En- hancing leadership mindset of higher education students in the society 5.0 era,” in Proceedings of the 7th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2024, 4-5 September 2024, Shah Alam, Selangor, Malaysia, 2024.
G. Ganefri, W. Kamdi, M. Makky, H. Hidayat, and Y. Rahmawati, “Entrepreneurship education and entrepreneurial intention among university students: The roles of entrepreneurial mindset, digital literacy, and self-efficacy,” Journal of Social Studies Education Research, vol. 15, no. 4, pp. 85–134, 2024.
H. Hokmabadi, S. M. Rezvani, and C. A. de Matos, “Business resilience for small and medium enter- prises and startups by digital transformation and the role of marketing capabilities—a systematic review,” Systems, vol. 12, no. 6, p. 220, 2024.
M. S. Mamatha and S. Mutyala, “Sustainable factors affecting women entrepreneurs: A comprehensive review,” in 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023). Atlantis Press, 2024, pp. 26–42.
C. Isensee, F. Teuteberg, and K.-M. Griese, “Digital platforms and the sdgs: A socio-eco-technical frame- work for smes based on cross-case analysis,” Corporate Social Responsibility and Environmental Man- agement, 2024.
S. Kraus, R. Harms, and M. Fink, “Entrepreneurial marketing: moving beyond marketing in new ven- tures,” International Journal of entrepreneurship and innovation management, vol. 11, no. 1, pp. 19–34, 2010.
A. AL-MAMUN, A. Olowolayemo, S. Wani, and A. Sofiadin, “Exploring the impact of digital en- trepreneurship education among graduates in bangladesh,” Journal of Information Systems and Digital Technologies, vol. 4, no. 2, 2022.
N. Benoˆıt and C. Belkacemi, “Studying the effects of entrepreneurial education with start-up success factors within the biotech industry: A review of the performance of german start-ups in the biotechnology industry.” Journal of Commercial Biotechnology, vol. 28, no. 3, 2023.
S. Seoke, A. Mamabolo, and M. M. Mtotywa, “The impact of mass media entrepreneurship education on entrepreneurial mindset and intentions,” Entrepreneurship Education and Pedagogy, vol. 7, no. 4, pp. 529–556, 2024.
N. Aboobaker and Z. KA, “Fostering entrepreneurial mindsets: the impact of learning motivation, per- sonal innovativeness, technological self-efficacy, and human capital on entrepreneurial intention,” Journal of International Education in Business, vol. 16, no. 3, pp. 312–333, 2023.
T. M. Masenya, “Technopreneurship development: digital strategy for youth self-employment in the dig- ital economy,” in Handbook of Research on Management and Strategies for Digital Enterprise Transfor- mation. IGI Global, 2021, pp. 196–218.
U. Rahardja, “Social media analysis as a marketing strategy in online marketing business,” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 2, pp. 176–182, 2022.
L. D. Patr´ıcio and J. J. Ferreira, “Unlocking the connection between education, entrepreneurial mindset, and social values in entrepreneurial activity development,” Review of Managerial Science, vol. 18, no. 4, pp. 991–1013, 2024.
A. Delhi and A. Sijabat, “The role of technology adoption in scaling startupreneur business models in the digital economy,” Startupreneur Business Digital (SABDA Journal), vol. 3, no. 2, pp. 141–147, 2024.
A. Himki, T. Ramadhan, Y. Durachman, and E. S. Pramono, “Digital business entrepreneurship decisions: An e-business analysis (a study literature review),” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 1, pp. 107–113, 2022.
D. S. Wuisan and T. Handra, “Maximizing online marketing strategy with digital advertising,” Star- tupreneur Business Digital (SABDA Journal), vol. 2, no. 1, pp. 22–30, 2023.
A. Sutarman, U. Rahardja, F. P. Oganda, S. Millah, and N. N. Azizah, “The role of information technology in empowering the creative economy for sustainable tourism,” Aptisi Transactions on Technopreneurship (ATT), vol. 5, no. 2sp, pp. 175–185, 2023.
A. S. Bist, “The importance of building a digital business startup in college,” Startupreneur Business Digital (SABDA Journal), vol. 2, no. 1, pp. 31–42, 2023.
L. Sanbella, I. Van Versie, and S. Audiah, “Online marketing strategy optimization to increase sales and e-commerce development: An integrated approach in the digital age,” Startupreneur Business Digital (SABDA Journal), vol. 3, no. 1, pp. 54–66, 2024.
K. M. Ariyanto, C. Lukita, T. Nurhaeni, Y. Febriansyah, R. Bila, and L. Pasha, “Optimizing online shop- ping with smart-pls as a tool for e-commerce enhancement,” in 2024 3rd International Conference on Creative Communication and Innovative Technology (ICCIT). IEEE, 2024, pp. 1–7.
P. Kotler, H. Kartajaya, H. Den Huan, and J. Mussry, Entrepreneurial marketing: Beyond professionalism to creativity, leadership, and sustainability. John Wiley & Sons, 2023.
M. Alfarizi, T. Widiastuti, and Ngatindriatun, “Exploration of technological challenges and public eco- nomic trends phenomenon in the sustainable performance of indonesian digital msmes on industrial era 4.0,” Journal of Industrial Integration and Management, vol. 9, no. 01, pp. 65–96, 2024.
M. Budiarto, S. Audiah, E. D. Astuti, Y. P. A. Sanjaya, and M. Z. Firli, “Enhancing school and college at- tendance using advanced technology,” in 2024 3rd International Conference on Creative Communication and Innovative Technology (ICCIT). IEEE, 2024, pp. 1–6.
M. Abubakre, Y. Zhou, and Z. Zhou, “The impact of information technology culture and personal in- novativeness in information technology on digital entrepreneurship success,” Information Technology & People, vol. 35, no. 1, pp. 204–231, 2022. [31] N. Thawesaengskulthai, A. Chatmarathong, and J. Koiwanit, “Impact and policy supporting thailand innovation driven enterprise: orchestrating university innovation and entrepreneurship ecosystem with