DETERMINAN KEBERHASILAN WIRAUSAHA: FAMILY BUSINESS BACKGROUND DAN KEMAMPUAN WIRAUSAHA (STUDI PADA PEDAGANG DI MALIOBORO YOGYAKARTA)

Sari

A Small business enterprise is an effort to empower people. Small businesses enterprise in Malioboro, Yogyakarta, are growing rapidly. The success of small businesses in Malioboro is supported by its strategic location. Malioboro is the economic center of the community because it is a favorite place for tourists when visiting Yogyakarta. The research objective is to map the level of entrepreneurial success and the entrepreneurial ability for small businesses in Malioboro and examine the effect of family business background on small businesses  in Malioboro. The method of data collection is a questionnaire to Malioboro traders with purposive sampling technique. The analytical tool used is Smartpls 3.0. The results of this study are family business background and entrepreneurial ability can influence business success. The business success strategies of Small entrepreneurs are marketing techniques, online social media and the tenacious spirit of business people. The benefits  of research are for small businesses to be used to improve business and services, for the government to make policy materials related to small businesses and for further research is for reference materials to make research on small businesses.