Enhancing the Performance and Competitiveness of Women in MSMES Through Marketing, Capital, and Digital Literacy

Aji Priambodo, Maman Sulaeman, Indra Permana, Irwan Sugiarto

Abstract


The main objective of this study is to investigate the factors that influence the performance and competitiveness of women entrepreneurs in the Tuka Tuku Purbalingga programme. Tuka-Tuku in Purbalingga serves as support for the development of start-ups in the field of local culinary specialties or other local products. Tuka-Tuku facilitates the expansion of local start-ups, preserves the authenticity of regional products, and promotes the cultural heritage of diverse culinary traditions. The current study employed a quantitative research design utilizing a survey method to gather data. The survey instrument comprised a 5-point Likert scale and was administered to female entrepreneurs participating in the program. To test ten research hypotheses pertaining to the relationships between marketing, capital, digital literacy, performance, and competitiveness, Structural Equation Modeling was applied. The findings of this research have revealed that marketing, financing, and digital literacy play a significant and positive role in enhancing the performance and competitiveness of women entrepreneurs participating in the Tuka Tuku Purbalingga program. Additionally, this study confirms that performance is a crucial determinant of female entrepreneurs' competitiveness in the program. These findings suggest that women entrepreneurs with strong marketing, financing, and digital literacy skills are more likely to achieve better performance and be more competitive in the market. Given these results, it is recommended that policymakers and stakeholders direct their efforts towards enhancing the marketing, capital, and digital literacy skills of female entrepreneurs in the Tuka Tuku Purbalingga program to improve their overall performance and competitiveness.


Full Text:

PDF

References


Adomako, S., Amankwah-Amoah, J., Donbesuur, F., Ahsan, M., Danso, A., & Uddin, M. (2022). Strategic agility of SMEs in emerging economies: Antecedents, consequences and boundary conditions. International Business Review, 31(6), 102032. https://doi.org/https://doi.org/10.1016/j.ibusrev.2022.102032

Ahmedova, S. (2015). Factors for Increasing the Competitiveness of Small and Medium- Sized Enterprises (SMEs) in Bulgaria. Procedia - Social and Behavioral Sciences, 195, 1104–1112. https://doi.org/https://doi.org/10.1016/j.sbspro.2015.06.155

Ali, H. Y., Khan, M. K., & Asrar-Ul-Haq, M. (2019). Factors affecting the performance of women entrepreneurs in SMEs: A case study of Punjab, Pakistan. Journal for International Business and Entrepreneurship Development, 12(1), 67–82. https://doi.org/10.1504/JIBED.2019.103366

Ambastha, A., & Momaya, K. (2004). Competitiveness of Firms : Review of theory , frameworks and models. Management, 26(1), 45–61.

Arshad, M. Z., Arshad, D., Lamsali, H., Ibrahim Alshuaibi, A. S., Ibrahim Alshuaibi, M. S., Albashar, G., Shakoor, A., & Chuah, L. F. (2023). Strategic resources alignment for sustainability: The impact of innovation capability and intellectual capital on SME’s performance. Moderating role of external environment. Journal of Cleaner Production, 417, 137884. https://doi.org/https://doi.org/10.1016/j.jclepro.2023.137884

Bhagat, R., City, E., City, E., Sambargi, S., & Technology, I. (2019). Evaluation of Personal Innovativeness and Perceived Expertise on Digital Marketing Adoption By Women Entrepreneurs of Micro and Small Enterprises . International Journal of Research and Analytical Reviews, 6(1), 338–351.

Bhatt, D. (2023). Digital Literacy Training For Women Atmanirbharta- A Case Of Karolia Village. International Journal of Management, Public Policy and Research, March, 14–19.

Bullough, A., Hechavarria, D., Brush, C., & Edelman, L. (2019). High-Growth Women’s Entrepreneurship: Programs, Policies and Practices. SSRN Electronic Journal, July 2021. https://doi.org/10.2139/ssrn.3460177

Cadena Echeverría, J., Aguilar, M. E., & Buitron, P. E. (2018). Competitiveness in small and medium sized businesses in the Metropolitan District of Quito. Small Business International Review, 2(2 SE-Research Articles), 71–94. https://doi.org/10.26784/sbir.v2i2.102

Cardella, G. M., Hernández-Sánchez, B. R., & Sánchez-García, J. C. (2020). Women Entrepreneurship: A Systematic Review to Outline the Boundaries of Scientific Literature. Frontiers in Psychology, 11(July), 1–18. https://doi.org/10.3389/fpsyg.2020.01557

Chaudhuri, K., Sasidharan, S., & Raj, R. S. N. (2020). Gender, small firm ownership, and credit access: some insights from India. Small Business Economics, 54(4), 1165–1181. https://doi.org/10.1007/s11187-018-0124-3

Chen, Z., Giroud, A., Rygh, A., & Han, X. (2023). Chinese SMEs’ location choice and political risk: The moderating role of legitimacy. International Business Review, 102199. https://doi.org/https://doi.org/10.1016/j.ibusrev.2023.102199

Dalimunthe, R. F. (2019). The effect of entrepreneurial mindset, digital training and supervision on the competitiveness of Small and Medium Enterprises (SME) for women. Journal of International Women’s Studies, 20(9), 121–131.

Di Fatta, D., Patton, D., & Viglia, G. (2018). The determinants of conversion rates in SME e-commerce websites. Journal of Retailing and Consumer Services, 41, 161–168. https://doi.org/https://doi.org/10.1016/j.jretconser.2017.12.008

Dwivedi, A., & Pawsey, N. (2023). Examining the drivers of marketing innovation in SMEs. Journal of Business Research, 155, 113409. https://doi.org/https://doi.org/10.1016/j.jbusres.2022.113409

Falahat, M., Ramayah, T., Soto-Acosta, P., & Lee, Y.-Y. (2020). SMEs internationalization: The role of product innovation, market intelligence, pricing and marketing communication capabilities as drivers of SMEs’ international performance. Technological Forecasting and Social Change, 152, 119908. https://doi.org/https://doi.org/10.1016/j.techfore.2020.119908

Farida, I., & Setiawan, D. (2022). Business Strategies and Competitive Advantage: The Role of Performance and Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 163. https://doi.org/https://doi.org/10.3390/joitmc8030163

Ferguson, J. L., Brown, B. P., & Johnston, W. J. (2017). Partitioned pricing, price fairness perceptions, and the moderating effects of brand relationships in SME business markets. Journal of Business Research, 72, 80–92. https://doi.org/https://doi.org/10.1016/j.jbusres.2016.11.001

Firmansyah, D. (2022). Kinerja Kewirausahaan: Literasi Ekonomi, Literasi Digital dan Peran Mediasi Inovasi. Formosa Journal of Applied Sciences, 1(5), 745–762.

Ghozali, I., & Latan, H. (2017). Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. BP Undip.

Gliga, G., & Evers, N. (2023). Marketing capability development through networking – An entrepreneurial marketing perspective. Journal of Business Research, 156, 113472. https://doi.org/https://doi.org/10.1016/j.jbusres.2022.113472

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 2nd ed. SAGE Publications.

Hasan, F. S. M. ., & Almubarak, M. M. S. A. (2016). entrepreneurs’ performance Factors influencing women in SMEs. World Journal of Entrepreneurship, Management and Sustainable Development, 11(1), 64–70.

Ho, K. L. P., Quang, H. T., & Miles, M. P. (2022). Leveraging entrepreneurial marketing processes to ameliorate the liability of poorness: The case of smallholders and SMEs in developing economies. Journal of Innovation & Knowledge, 7(4), 100232. https://doi.org/https://doi.org/10.1016/j.jik.2022.100232

Ibáñez, M. J., Guerrero, M., & Mahto, R. V. (2020). Women-led SMEs: Innovation and collaboration → performance? Journal of the International Council for Small Business, 1(3–4), 111–117. https://doi.org/10.1080/26437015.2020.1850155

Indrawati, A., & Kurniawan, R. Y. (2018). Enhancing Competitiveness SME’s Woman Creative Industry in Surabaya. The Fourth International Conference on Entrepreneurship, Book Three, April.

Kaberia, S. K., & M. A. Muathe, S. (2020). Effect of Covid-19 Pandemic on Performance of Women Owned Micro, Small and Medium Enterprises in Kenya. International Journal of Social Science Studies, 9(1), 7. https://doi.org/10.11114/ijsss.v9i1.5089

Kamberidou, I. (2020). “Distinguished” women entrepreneurs in the digital economy and the multitasking whirlpool. Journal of Innovation and Entrepreneurship, 9(1). https://doi.org/10.1186/s13731-020-0114-y

Kapoor, S. (2019). Entrepreneurship for economic and social empowerment of women: A Case Study of Self Help Credit Program in Nithari Village, Noida, India. Australasian Accounting, Business and Finance Journal, 13(2), 123–142. https://doi.org/10.14453/aabfj.v13i2.8

Karim, S., Naz, F., Naeem, M. A., & Vigne, S. A. (2022). Is FinTech providing effective solutions to Small and Medium Enterprises (SMEs) in ASEAN countries? Economic Analysis and Policy, 75, 335–344. https://doi.org/https://doi.org/10.1016/j.eap.2022.05.019

Khan, R. U., Salamzadeh, Y., Shah, S. Z. A., & Hussain, M. (2021). Factors affecting women entrepreneurs’ success: a study of small- and medium-sized enterprises in emerging market of Pakistan. Journal of Innovation and Entrepreneurship, 10(1). https://doi.org/10.1186/s13731-021-00145-9

Kim, S., & Park, K. C. (2021). Government funded R&D collaboration and it’s impact on SME’s business performance. Journal of Informetrics, 15(3), 101197. https://doi.org/https://doi.org/10.1016/j.joi.2021.101197

Le, T. T., & Ikram, M. (2022). Do sustainability innovation and firm competitiveness help improve firm performance? Evidence from the SME sector in vietnam. Sustainable Production and Consumption, 29, 588–599. https://doi.org/https://doi.org/10.1016/j.spc.2021.11.008

Li, B., Mousa, S., Reinoso, J. R. R., Alzoubi, H. M., Ali, A., & Hoang, A. D. (2023). The role of technology innovation, customer retention and business continuity on firm performance after post-pandemic era in China’s SMEs. Economic Analysis and Policy, 78, 1209–1220. https://doi.org/https://doi.org/10.1016/j.eap.2023.05.004

Livieratos, A. D., Tsekouras, G., Vanhaverbeke, W., & Angelakis, A. (2022). Open Innovation moves in SMEs: How European SMEs place their bets? Technovation, 117, 102591. https://doi.org/https://doi.org/10.1016/j.technovation.2022.102591

Malodia, S., Mishra, M., Fait, M., Papa, A., & Dezi, L. (2023). To digit or to head? Designing digital transformation journey of SMEs among digital self-efficacy and professional leadership. Journal of Business Research, 157, 113547. https://doi.org/https://doi.org/10.1016/j.jbusres.2022.113547

Mohammadyari, S., & Singh, H. (2015). Understanding the effect of e-learning on individual performance: The role of digital literacy. Computers & Education, 82, 11–25. https://doi.org/https://doi.org/10.1016/j.compedu.2014.10.025

Nair, S. R. (2020). The link between women entrepreneurship, innovation and stakeholder engagement: A review. Journal of Business Research, 119(June), 283–290. https://doi.org/10.1016/j.jbusres.2019.06.038

Nessa, T., Ali, J., & Abdul Hakim, R. (2012). The impact of microcredit program on women empowerment: Evidence from Bangladesh. OIDA International Journal of Sustainable Development, 3(9), 11–20.

Nithyanandam, G., Munguia, J., & Marimuthu, M. (2022). “Digital literacy”: Shaping industry 4.0 engineering curriculums via factory pilot-demonstrators. Advances in Industrial and Manufacturing Engineering, 5, 100092. https://doi.org/https://doi.org/10.1016/j.aime.2022.100092

Obadia, C., & Vida, I. (2023). Export marketing strategy and performance: A focus on SMEs promotion. International Business Review, 102229. https://doi.org/https://doi.org/10.1016/j.ibusrev.2023.102229

Octavia, A., Zulfanetti Zulfanetti, Yayuk Sriayudha, & Heriberta, H. (2022). Women’S Entrepreneurship and Implementation of Market Orientation Model To Improve Business Performance of Smes Batik Jambi. Dinasti International Journal of Education Management And Social Science, 3(2), 221–232. https://doi.org/10.31933/dijemss.v3i2.1067

Oktiani, N., Yuliantari, K., Kuspriyono, T., Haryani, H., & Kurniasari, R. (2022). The Effect Promotion E- Commerce Toward Effectiveness Promotion By Using (AIDA) Methods. Widya Cipta: Jurnal Sekretari Dan Manajemen, 6(1), 14–19. https://doi.org/10.31294/widyacipta.v6i1.11683

Omiunu, O. G. (2019). E-literacy-adoption model and performance of women-owned SMEs in Southwestern Nigeria. Journal of Global Entrepreneurship Research, 9(1). https://doi.org/10.1186/s40497-019-0149-3

Parast, M. M., & Safari, A. (2022). Enhancing the quality and competitiveness of small businesses: A pooled cross-sectional analysis. International Journal of Production Economics, 246, 108410. https://doi.org/https://doi.org/10.1016/j.ijpe.2022.108410

Prabowo, R., Singgih, M. L., Karningsih, P. D., & Widodo, E. (2020). New Product Development from Inactive Problem Perspective in Indonesian SMEs to Open Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 6(1), 20. https://doi.org/https://doi.org/10.3390/joitmc6010020

Prasanna, R., Jayasundara, J., Naradda Gamage, S. K., Ekanayake, E. M. S., Rajapakshe, P. S. K., & Abeyrathne, G. (2019). Sustainability of SMEs in the Competition: A Systemic Review on Technological Challenges and SME Performance. Journal of Open Innovation: Technology, Market, and Complexity, 5(4), 100. https://doi.org/https://doi.org/10.3390/joitmc5040100

Priambodo, A. (2023). Determinants of TikTok Live Commerce Purchase Intention: Service Quality, Price, Trust, Customer Review, And Free Shipping. Jurnal Ekonomi, Bisnis & Entrepreneurship, 17(2), 363–378. https://doi.org/10.55208/jebe.v17i2.441

Priyono, A., Moin, A., & Putri, V. N. A. O. (2020). Identifying Digital Transformation Paths in the Business Model of SMEs during the COVID-19 Pandemic. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 104. https://doi.org/https://doi.org/10.3390/joitmc6040104

Rábová, T. K. (2015). Marketing Communication of SMEs Specialized in Cosmetic Industry in Magazines for Women. Procedia - Social and Behavioral Sciences, 175, 48–57. https://doi.org/https://doi.org/10.1016/j.sbspro.2015.01.1173

Ramírez-Solis, E. R., Llonch-Andreu, J., & Malpica-Romero, A. D. (2022). How beneficial are relational capital and technology orientation for innovation? Evidence from Mexican SMEs. International Journal of Innovation Studies, 6(1), 1–10. https://doi.org/https://doi.org/10.1016/j.ijis.2022.02.001

Rosca, E., Agarwal, N., & Brem, A. (2020). Women entrepreneurs as agents of change: A comparative analysis of social entrepreneurship processes in emerging markets. Technological Forecasting and Social Change, 157(April), 120067. https://doi.org/10.1016/j.techfore.2020.120067

Rosepti, P., & Niasari, C. (2022). Female Entrepreneurship in Leading Digitalization as a Marketing Strategy for Prosperous MSMEs and Women ’ s Empowerment : A Case Study of Latifa Indonesia. Muslim Business and Economic Review, 1(2), 305–323.

Rudhumbu, N., du Plessis, E. (Elize), & Maphosa, C. (2020). Challenges and opportunities for women entrepreneurs in Botswana: revisiting the role of entrepreneurship education. Journal of International Education in Business, 13(2), 183–201. https://doi.org/10.1108/JIEB-12-2019-0058

Rusydiana, A. S., & Izza, N. N. (2022). Women entrepreneurship: A sentiment analysis. Review of Islamic Social Finance and Entrepreneurship, 1(2), 109–120. https://doi.org/10.20885/risfe.vol1.iss2.art3

Salah, O. H., & Ayyash, M. M. (2024). E-commerce adoption by SMEs and its effect on marketing performance: An extended of TOE framework with ai integration, innovation culture, and customer tech-savviness. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), 100183. https://doi.org/https://doi.org/10.1016/j.joitmc.2023.100183

Sari, A. L., Irwandi, I., Rochmansjah, H. R., Nurdiansyah, I., & Aslam, D. F. (2021). UMKM, Kesetaraan Gender dan Pemberdayaan Perempuan di Indonesia. Jurnal Ekonomi Dan Statistik Indonesia, 1(1), 22–32. https://doi.org/10.11594/jesi.01.01.03

Sha, Y., Shah, S. G. M., & Sarfraz, M. (2023). Short selling and SME irregular CEO succession: Witnessing the moderating role of earnings management. International Review of Economics & Finance, 85, 163–173. https://doi.org/https://doi.org/10.1016/j.iref.2023.01.017

Srhoj, S., Škrinjarić, B., Radas, S., & Walde, J. (2019). Closing the Finance Gap by Nudging: Impact Assessment of Public Grants for Women Entrepreneurs. Radni Materijali EIZ-A, 2, 5–41.

Struwe, S., & Slepniov, D. (2023). Unlocking digital servitization: A conceptualization of value co-creation capabilities. Journal of Business Research, 160, 113825. https://doi.org/https://doi.org/10.1016/j.jbusres.2023.113825

Suharno, S., Anwar, N., & Priambodo, A. (2022). The Digital Divide’s Effect on Local Revenue and Gini Ratio. KnE Social Sciences, 2022, 274–280. https://doi.org/10.18502/kss.v0i0.12337

Tiwasing, P., Clark, B., & Gkartzios, M. (2022). How can rural businesses thrive in the digital economy? A UK perspective. Heliyon, 8(10), e10745. https://doi.org/https://doi.org/10.1016/j.heliyon.2022.e10745

Tolstoy, D., Nordman, E. R., Hånell, S. M., & Özbek, N. (2021). The development of international e-commerce in retail SMEs: An effectuation perspective. Journal of World Business, 56(3), 101165. https://doi.org/https://doi.org/10.1016/j.jwb.2020.101165

Utami, S. B., Bawono, A. D. B., & Sasongko, N. (2023). Pengaruh Privasi, Keamanan, Keandalan, dan Transparansi Terhadap Minat Penggunaan Payment Fintech UMKM di Watukelir. Widya Cipta: Jurnal Sekretari Dan Manajemen, 7(2), 228–239. https://doi.org/10.31294/widyacipta.v7i2.15976

Wardana, L. W., Ahmad, Indrawati, A., Maula, F. I., Mahendra, A. M., Fatihin, M. K., Rahma, A., Nafisa, A. F., Putri, A. A., & Narmaditya, B. S. (2023). Do digital literacy and business sustainability matter for creative economy? The role of entrepreneurial attitude. Heliyon, 9(1), e12763. https://doi.org/10.1016/j.heliyon.2022.e12763

Wu, Y.-L., & Li, E. Y. (2018). Marketing mix, customer value, and customer loyalty in social commerce. Internet Research, 28(1), 74–104. https://doi.org/10.1108/IntR-08-2016-0250

Yasir, J. R., Ilham, I., & Padli, K. (2022). Pengaruh Modal, Digitalisasi Informasi dan Kreativitas terhadap Peningkatan Daya Saing Usaha Mikro Kecil Menengah di Pelabuhan Tanjung Ringgit Kota Palopo. Al-Kharaj: Journal of Islamic Economic and Business, 4(1).

Yunita, Y., & Kusnawati, Y. (2022). Penguatan Literasi Digital dan Pembuatan Toko Online (Online Shop) Untuk Promosi Produk Usaha Mikro Kecil dan Menengah (UMKM) Di Desa Tuk Kabuapten Cirebon. InEJ: Indonesian Engagement Journal, 3(2). https://doi.org/10.21154/inej.v3i2.5243

Zahoor, N., Zopiatis, A., Adomako, S., & Lamprinakos, G. (2023). The micro-foundations of digitally transforming SMEs: How digital literacy and technology interact with managerial attributes. Journal of Business Research, 159, 113755. https://doi.org/https://doi.org/10.1016/j.jbusres.2023.113755

Zheng, X., Zhou, Y., & Iqbal, S. (2022). Working capital management of SMEs in COVID-19: role of managerial personality traits and overconfidence behavior. Economic Analysis and Policy, 76, 439–451. https://doi.org/https://doi.org/10.1016/j.eap.2022.08.006




DOI: https://doi.org/10.31294/widyacipta.v8i1.16298

Copyright (c) 2024 Aji Priambodo, Maman Sulaeman, Indra Permana, Irwan Sugiarto

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Index by:

 
 Published LPPM Universitas Bina Sarana Informatika with supported by Relawan Jurnal Indonesia

Jl. Kramat Raya No.98, Kwitang, Kec. Senen, Jakarta Pusat, DKI Jakarta 10450, Indonesia
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License