Main Article Content
This article focuses its studies on the impact that is caused by the hegemony of the technopreneurship discourse on business behavior of the MSME (Micro, Small, and Medium Enterprises) players in Probolinggo. In Indonesia, the technopreneurship discourse has been popularized by economists since 2015. During the Covid-19 pandemic period, the discourse has found its momentum as a text that constructs business awareness and behavior of the MSMEs in Indonesia. The objective of this study is to describe the impact caused by the discourse hegemony on the MSMEs in Probolinggo. The study urgency is to find out their awareness of business behavior in the current growing information technology era. The theory that is used as a basis for the analysis is the discourse theory that is pioneered by Ernesto Laclau and Chantal Mouffe. It is a descriptive qualitative study that uses interview as the data collection method. The findings are the MSME players in Probolinggo have no longer relied on the direct promotion and selling in their daily business activities, and there is an emergence of the humblebrags in the MSMEs due to the strengthening of excessive trust in online social media as a medium of promotion and marketing of their products.
Key words: hegemony, discourse technopreneurship, business behavior