Technology Adoption as an Innovation in Entrepreneurial Marketing Dimension Allowing to Improve Micro and Small Businesses’ Performance

Kukuh Lukiyanto , Maranatha Wijayaningtyas
European Research Studies Journal, Volume XXIII, Issue 1, 552-564, 2020
DOI: 10.35808/ersj/1571


Purpose: The study was aimed at determining the technology adoption serving as an entrepreneurial marketing implementation in the business performance of micro and small businesses in Indonesia. Existing research focuses on medium and large-scale companies, while technology adoption as an entrepreneurial marketing implementation has never been applied to micro and small businesses. Approach/Methodology/Design: At the initial stage, this research employed a qualitative research method with a phenomenological research approach in which samples were obtained from several regions in Indonesia. This study used primary data collected from the results of in-depth interviews, questionnaires and literature studies. Findings: The findings challenge the innovation dimension; it is one of the dimensions in entrepreneurial marketing that can improve micro and small businesses’ performance. Practical Implications: Technology in the form of new production facilities and the use of information technology can support the creation of new products leading to the improvement of business performance. Originality/Value: The study are beneficial for the government or other parties in micro and small business empowerment programs in promoting their courage to invest enabling them to improve their business performance and have stronger competitiveness.

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