Improving the Business Performance of Small and Medium Enterprises Through Pricing Strategies, Technology Adoption, and Entrepreneurship

Abstract

This study aims to analyze the influence of pricing strategies, technology adoption, and entrepreneurial ability on the business performance of Micro, Small, and Medium Enterprises (MSMEs). MSMEs in developing countries, including Indonesia, often face challenges in improving their performance due to intense competition with online businesses and limited utilization of information technology. Therefore, appropriate pricing strategies, effective technology implementation, and strong entrepreneurial capabilities are essential to maintaining competitiveness and sustaining business growth. This study employs a quantitative approach by distributing questionnaires to 110 respondents and testing four research hypotheses. Data analysis includes validity, reliability, normality, multicollinearity, heteroscedasticity, coefficient of determination, t-test, and F-test analyses. The results show that pricing strategy, technology adoption, and entrepreneurial ability simultaneously have a significant effect on MSME business performance. The coefficient of determination reveals an Adjusted R Square value of 0.602, indicating that 60.2% of the variation in business performance can be explained by these three variables, while the remaining 39.8% is influenced by other factors outside the scope of this study.