Strengthening micro-entrepreneurs in Indonesia through technical marketing strategies

Abstract

Global competition is currently affecting every business or organization. Entrepreneurship has grown to prominence in the field of study due to its capacity to dynamize the economy with the help of technological skills and access to funding for the business performance of micro-entrepreneurs. The purpose of this study is to test and determine the impact of entrepreneurial orientation, and market orientation on technical marketing strategy and business performance in Indonesia. Respondents in this study are owners or partners of micro-businesses located in the Regional Coordinating Board II and III, East Java Province, Indonesia. The findings of this study show that while micro-entrepreneurs recognize the need for technology marketing strategies, the assumption of competitive advantage highlights the need to develop plans that can differentiate our company from competitors. Furthermore, research contributions related to the importance of technical marketing strategies to the performance of a company can be achieved by paying attention to the results of decision-making, having a wide network to introduce products, and the results owned are very useful for business development so far.