ENTREPRENEURIAL EVENT AND STAKEHOLDER ACCEPTANCE: A Study of Scale Up 101 Conference

Abstract

Entrepreneurial support organizations increasingly rely on events as strategic instruments for stakeholder engagement and brand-building. As a newly established entity, Endeavor Indonesia leverages the Scale Up 101 Conference to enhance awareness and foster acceptance among its target audience. This study investigates the event's efficacy by evaluating stakeholder acceptance (specifically, attendees' attitudes) as a primary indicator of organizational impact and message resonance. Methodologically, the study employs a qualitative descriptive approach and purposively samples four participants. To dissect the complexities of attendee perception, the author utilizes the Three-Component Attitude Model (Cognitive, Affective, and Conative), further refined through the multidimensional layers proposed by Kriyantono. While the event itself is analyzed using the Marketing Mix for Events framework by Wrathall and Gee, which provides a structural view of how event execution correlates with psychological acceptance. The findings reveal a consistently positive evaluation across all attitudinal components. Cognitively, participants demonstrated clear comprehension of the event’s content and objectives, indicating effective knowledge delivery. Affectively, they reported positive emotional engagement, reflecting the event’s experiential value. Conatively, participants expressed strong intentions to participate in similar future events, suggesting behavioral acceptance and the potential for sustained engagement. The study underscores the role of entrepreneurial events not merely as informational platforms but as integrative mechanisms that shape stakeholder perceptions and strengthen organizational positioning. Despite these positive outcomes, several areas for improvement are identified, including enhancing digital promotion strategies, curating higher-caliber speakers, and optimizing spatial and experiential design. Addressing these factors is critical to amplifying the impact of events and transforming short-term participation into long-term stakeholder relationships within the entrepreneurial ecosystem.