This research is intended to discover the enterpreneurs’ willingness to open up businesses within the range of small to medium-sized enterprises. The entrepreneurs’ willingness variable consists of the knowledge regarding the business, including the market knowledge, confidence, understanding of risk factors, and the capital/fund to start the business. The research is conducted in Depok: a suburban area near Jakarta, which is the capital city of Indonesia. This location is chosen because, as the capital city hinterland, Depok has a high population to serve as a great market potential that has attracted people in doing business in the area. The sample size is 100 SME entrepreneurs within the area. The research analysis method is multiple regression which makes it possible to find the significant value for each factor, both partially and simultaneously. The research results have shown that the understanding of the market knowledge and confidence influences the entrepreneurs’ willingness significantly. However, the understanding of risk factors and the capital/fund factor do not show a significant value to influence the willingness of entrepreneurs to start or do their businesses. This research has also implied that good understanding of market knowledge would establish a good confidence to strengthen the willingness of entrepreneurs to carry on the business.udKeywords: entrepreneurs’ willingness, market knowledge, confidence, risk factors, business capital
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