Entrepreneurial Marketing and Entrepreneurial Financing Practices: Case Studies of Student Startups in Indonesia

Universitas Pembangunan Nasional Veteran Yogyakarta, Yogyakarta, Indonesia

^* Corresponding author: ahmad.zaki@upnyk.ac.id

Abstract

This study explores the entrepreneurial marketing and financing practices of student-led startups in Indonesia, focusing on the critical challenges these businesses face and the strategies they employ to achieve success. The high failure rates of startups necessitate the development of an entrepreneurial mindset that emphasizes innovation, adaptability, and financial discipline. This paper identifies key marketing strategies, including product innovation, customer-centric approaches, and informal market observations, which are crucial for maintaining a competitive edge. Additionally, the study examines entrepreneurial financing, highlighting the reliance on self-funding, investments in product development, and the adoption of digital financial management tools to streamline financial operations. The findings suggest that a synergistic combination of innovative marketing techniques and disciplined financial management is essential for the sustainability and growth of student startups in an increasingly competitive environment.