Journal Technopreneurship

Vol. 1 No. 1 (2025): January - March
Articles

Social Media Marketing as a Driver of Entrepreneurial Orientation in Early-Stage Tech Startups

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  • Darmawati Manda,
  • Revi Wihelmina Silooy,
  • Amelia Josefien Viotty Radianto
Darmawati Manda
Universitas Bosowa
Revi Wihelmina Silooy
Universitas Pattimura
Amelia Josefien Viotty Radianto
Universitas Pattimura

Published 2025-01-05

Keywords

  • Social Media Marketing Capacity; Entrepreneurial Orientation,Startups

Copyright (c) 2025 Darmawati Manda, Revi Wihelmina Silooy, Amelia Josefien Viotty Radianto (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Social Media Marketing as a Driver of Entrepreneurial Orientation in Early-Stage Tech Startups. (2025). Journal Technopreneurship, 1(1), 1-7. https://avicennajournal.org/jtech/article/view/36

Abstract

This research is a quantitative descriptive study. This study's data collection methods include questionnaires and interviews. The participants in this study are Early-Stage Tech Startups in Bandung City. In this study, the minimum number of samples employed is equal to 11 times the total number of latent variables in the path model, or 11 times the indicator count. The overall sample size for this investigation was 98 Early-Stage Tech Startups samples. Path analysis was performed using SmartPLS 3.0 software. The research results reveal that in direct effect, Social Media Marketing  capabilities have a favorable and significant effect on entrepreneurial orientation, however Social Media Marketing Marketing Assets have no effect on entrepreneurial orientation.

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