Strengthening Local Product Competitiveness through the Tetrapreneur Model: A Case Study of Mawa Raharja Village-Owned Enterprise in Cibiru Wetan, Bandung Regency

Abstract

This study aims to examine the implementation of the Tetrapreneur Model in the management of Village-Owned Enterprises Mawa Raharja in Cibiru Wetan Village, Bandung Regency, with a focus on enhancing the competitiveness of local products through four entrepreneurial dimensions: chainpreneur, marketpreneur, qualitypreneur, and brandpreneur. Employing a qualitative descriptive approach, the research collected data through in-depth interviews, participant observations, and document analysis involving BUMDes managers, unit heads, local entrepreneurs, and community beneficiaries. The Tetrapreneur theoretical framework guided the study and used thematic analysis techniques based on the Miles and Huberman model. The findings indicate that although Village-Owned Enterprises Mawa Raharja exhibits partial application of the Tetrapreneur Model, its implementation remains fragmented. The chainpreneur and marketpreneur dimensions have been initiated, yet lack strategic integration. Quality assurance efforts are present but informal, while brand development is the most underdeveloped. These results demonstrate that the model’s effectiveness depends on cohesive and institutionalized implementation across all units. This study contributes practically by offering strategic recommendations for village policymakers and Village-Owned Enterprises practitioners to adopt a more integrated entrepreneurial approach. Theoretically, it enriches the literature on rural entrepreneurship and community-based enterprise models in semi-urban Indonesian contexts. Future research is encouraged to explore the quantitative effects of the Tetrapreneur Model and assess its long-term scalability and sustainability in other village settings.

Keywords: brandpreneur, village-owned enterprises, chainpreneur, qualitypreneur, tetrapreneur model