PENGARUH DIGITAL SOSIAL CAPITAL, SELF-EFFICACY, DAN GROWTH MINDSET TERHADAP ENTREPRENEURIAL RESILIENCE PADA BRAND PARTNER ORIFLAME

This study aims to analyze the influence of Digital Social Capital, Self-Efficacy, and Growth Mindset on Entrepreneurial Resilience in Oriflame Brand Partners. The phenomenon in this study is motivated by unstable performance and high rates of resignation of business partners in the early stages. This problem arises due to low individual resilience in facing the challenges of Multi-Level Marketing (MLM) business in the digital era. The researcher used a quantitative approach in analyzing primary data. The data was obtained from 100 respondents who are active as Oriflame Brand Partners. Next, the researcher applied the Accidental Sampling method in collecting data through the distribution of online questionnaires. The researcher conducted data analysis using the multiple linear regression method with the help of IBM SPSS software. The results of the study indicate that Digital Social Capital, Self-Efficacy, and Growth Mindset have a positive and significant effect on Entrepreneurial Resilience, both partially and simultaneously. These findings indicate that optimizing digital social capital networks, strengthening self-confidence, and implementing a growth mindset are the main driving factors for Brand Partners to survive and rise to the dynamics of the beauty industry market.
Keyword: Digital Social Capital, Self-Efficacy, Growth Mindset, Entrepreneurial Resilience, Brand Partner.