TECHNOPRENEURSHIP ON MARKET PENETRATION AND PRODUCT DEVELOPMENT IN MICRO AND SMALL ENTERPRISES

Abstract

This study aims at identifying the factors that affect the application of technopreneurship on
micro and small enterprises in Majalengka Regency. The factors include market penetration, new
product development, pricing, product quality, innovation, promotion, distribution, and network
and collaboration. Employing accidental sampling, 111 entrepreneurs were sampled to take a
questionnaire from which the results were analyzed using descriptive and verification statistics.
The research model analyzed using Partial Least Square method and assisted by Smart PLS3
software. It was found that the results of the analysis on technopreneurship indicated that new
product development, market penetration, promotion, and network and collaboration had been
done adequately. Meanwhile, pricing, product quality, innovation, and distribution had been done
well. Technopreneurship has significant effect on innovation, product quality, promotion, marketing,
market penetration, and product development strategy.