Farij I.M., ThusyT.S., Nyu H.A.W., Gleydis Harwida / Implementation of Business Education and Digital Marketing Literacy to Improve Technopreneurship Competence in Influencing Strategies to Maintain SMEs in the Pandemic Era / JEE, Vol. 10, No. 1, March 2021, pp 67–76 67 67 IMPLEMENTATION OF BUSINESS EDUCATION AND DIGITAL MARKETING LITERACY TO IMPROVE TECHNOPRENEURSHIP COMPETENCE IN INFLUENCING STRATEGIES TO MAINTAIN SMES IN THE PANDEMIC ERA Farij Ibadil Maula 1 , Thusy Tiara Saraswati 2 , Nyu Herno Aris Wibowo 3 , Gleydis Harwida 4 1,2 Universitas Negeri Malang 3 Sekolah Tinggi Ilmu Ekonomi Malang 4 Universitas Nahdlatul Ulama Blitar Abstract: The current pandemic condition, SME players must be able to adapt and expand their business strategy from conventional ones to digital ones, such as Facebookads, Instagram Business, Shopee, Lazada, OLX, Bukalapak, etc. The purpose of this research is to conduct a comprehensive study on the implementation of business education and digital marketing literacy to improve technopreneurship competencies in influencing strategies to maintain SMEs in the Pandemic Era. This research was conducted using descriptive qualitative methods by means of observation, docu- mentation and interviews. Seen from the point of view of the place of research, this research is included in the type of field research multisite field research. The application of Business Educa- tion and digital marketing literacy is able to arouse entrepreneurial, independent and creative en- thusiasm. The application of Business Education has been considered as one of the important factors to foster and develop entrepreneurial passion, spirit and behavior among SMEs. Business education can shape the mindset, attitude, and behavior of being a true entrepreneur, thereby di- recting them to choose entrepreneurship as a career choice. Digital marketing literacy is very effec- tive in increasing competence technopreneurship can be used as a survival strategy in the era of the Covid pandemic. The sophistication of digitalization serves as a means of carrying out promotional activities, so it is easy to exchange information with anyone through existing facilities. Keywords: business education, literacy digital marketing, business strategy Jurnal Entrepreneur dan Entrepreneurship, Vol. 10, No. 1, March 2021, 67–76 ISSN 2302-1802 print / ISSN 2580-9393 online *Corresponding Author. e-mail: Farijmaula@gmail.com Introduction The current pandemic condition “The In- donesian people have experienced complex prob- lems, in almost all aspects of life, from local to national” (Hanoatubun, 2020). “One example is in the field of the country’s economy which has not improved for a long time” (Hidayat & Pemasyarakatan, 2020). This is marked by an increase in unemployment caused by layoffs of employees (Pakpahan, 2020). The yardstick of a country’s success is the economy, there are three problems that can be said that a country’s economy can succeed, namely the increasing poverty rate, worsening income distribution, non-varied employment, the statement is found in research (Kurniawan et al., 2020) “Entrepre- neurship is a hot topic that is widely discussed in practical and academic studies” (Potishuk & Kratzer, 2017). “The discussion about entre- preneurship or Entrepreneurship is often dis- cussed by many groups”. One of the factors JEE 10, 1 Received, February ‘21 Revised, February ‘21 Accepted, March ‘21