While youth and future generations will carry the burden of the crisis's long-term economic and social implications, short-term economic and equity considerations may outweigh their business sustainability. The purpose of this study is to find out and analyze the entrepreneurial orientation impact on business sustainability during COVID-19 pandemic. A sample of 101 young respondents was selected from small and medium online businesses in Jakarta. A random sampling technique was executed. For this study, a cross-sectional and quantitative research design was used based on the survey process. The two-part questionnaire was used for data collection. Structural Equation Model (SEM) was used to assess the hypothesis of this study. The result shows that entrepreneurial orientation has a positive and significant impact directly on business sustainability. The same situation also occurred as an indirect effect of entrepreneurial orientation on business sustainability through innovation performance. This study suggests that online small and medium entrepreneurs need to implement entrepreneurial orientation strategy to grow their online customer acquisition business process. Young e-business owners are advised that understanding the importance of constantly producing, evaluating, and successfully implementing new ideas have a higher chance of surviving and prospering in today’s competitive global market.

Keywords

Entrepreneurial Orientation, Innovation Performance, Business Sustainability, Mediating Factor and Indonesian Start-ups