A COMPARATIVE ANALYSIS OF BUSINESS CONTINUITY DETERMINANTS AMONG YOUTH AND SILVER ENTREPRENEURS IN THE FOOD AND BEVERAGE INDUSTRY

Abstract

This study aims to compare the factors that determine business sustainability between youth entrepreneurs and silver entrepreneurs in the Food and Beverage industry in the city of Surakarta. The research uses a quantitative approach with a comparative design. Data was obtained through a survey of 100 business actors consisting of 50 youth entrepreneurs (aged 18–34 years) and 50 silver entrepreneurs (aged ≥50 years). The sampling technique used simple random sampling, while the data analysis was carried out using logistic regression with the help of STATA 17 software. The variables analyzed included gender, education, business capital, business experience, number of employees, digital marketing, digital literacy, and access to financing. The results of the study show that in the youth entrepreneur group, factors that have a significant influence on business sustainability are business capital, business experience, number of employees, and digital marketing. Meanwhile, in the silver entrepreneur group, the factors that had a significant influence were business experience, digital marketing, access to financing, and the number of employees that had a negative effect. Odds ratio analysis shows that digital marketing is the dominant factor in youth entrepreneurs with a 26.71 times higher chance of business sustainability, while access to financing is the most dominant factor in silver entrepreneurs with a 1,735.85 times greater chance of business sustainability. These findings confirm that strategies to strengthen business sustainability need to be adjusted to the characteristics of the entrepreneurial generation to increase the effectiveness of MSME development policies and programs.