Abstract
Digital technology has birthed a new generation of creative entrepreneurs known as technopreneurs. However, merely adopting a digital strategy and technological innovations is insufficient without recognizing the importance of human creativity. This study aims to find the influence of digital strategy and human creativity in shaping the transformation of technopreneurship in startups. There needs to be an intuitive process as part of controlling soft information that digital products cannot handle. Sharpness of intuition in doing business and in extracting the value of technological transformation will ultimately lead startups to competitive advantage which is the first step towards success in carrying out technopreneurship transformation. The research used quantitative methods with a sample of 105 startup founders in Indonesia. The reliability and validity of the instrument were tested by Cronbach's Alpha, Average Variance Extracted (Pvc) and Composite Reliability (Pc). The data is processed using SMARTPLS 3.0. The results demonstrated that digital strategy and human creativity significantly influence the formation of technopreneurship transformation in startups. From the Path Coefficient value obtained, it means that the greater the digital strategy and human creativity owned by the startup, the higher the technopreneurship transformation.
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