Model of Marketing Performance : Role of Innovation Capability in Women Entrepreneurs

Abstract

ABSTRACT
 
 The uniqueness and distinctive character of a woman, makes women prefer to run entrepreneurship. The ability of women entrepreneurs to develop product innovation provides a competitive advantage that can reflect marketing performance. Marketing performance as an important challenge in management as well as the key to the success of business actors as a result of market strategy. The purpose of study was to analyze a hypothetical model of women's entrepreneurial marketing performance. The specific objective of the study was to investigate the relationship between women's entrepreneurship and marketing performance mediated by the innovation capability of women entrepreneurs. The research design applied was a quantitative research design by forming a model and testing the model. A survey was conducted using a sample of 100 respondents of women entrepreneurs. A structured questionnaire was used to elicit information from the respondents and simple random sampling method was used to select the samples. In this study, partial least squares SEM (PLS-SEM) was used for data analysis.. The instrument that was validated and its reliability measured was analysed using descriptive and inferential statistics. The results of the study show that women's entrepreneurship have significant influence to marketing performance, both directly and indirectly, which is mediated by innovation capability. Recommendations were given to women entrepreneurs that they should be putting more emphasis on this relatively new approach of innovation capability thereby creating marketing performance.
 
 Keywords: innovation, marketing performance, SMEs, women's entrepreneurship

Influence of Environmental Entrepreneurship Level and Entrepreneurial Challenges on the Innovation of Women Entrepreneurs

“…Thus, there is a link between individual characteristics, the way they operate the business and the environment beneath them (Gunawan & Fraser, 2016). Research results (Octavia & Sriayudha, 2021)observed that women's entrepreneurship has a significant effect on the innovation ability of SMEs managed by women . Women have great potential to become entrepreneurs.…”

“…One reason is because it is difficult to enter the formal sector. Apart from that, 62.4 percent of female entrepreneurs also started their business to make ends meet (Octavia & Sriayudha, 2021). Women's participation as entrepreneurs has increased dramatically in the last decade and it has become clear that their role is increasingly important not only in developed countries, but also in developing countries.…”

“…Individually, Indonesian women also have entrepreneurial challenges. The results of research (Octavia & Sriayudha, 2021)that women in developing countries, one of which is Indonesia, still struggle to gain access to finance, still have to face socio-cultural challenges and experience differences in views that are considered inferior to other people. Several other things that are also challenges for women working in environmentally friendly entrepreneurship include: low literacy regarding innovation, lack of awareness among business actors about the importance of environmentally friendly products, inability to enter and maintain a position in the market and limited access to information, knowledge and technology.…”

“…Striving to set up one's own business makes a person maximize one's potential. The ability of female entrepreneurs to develop product innovation provides a competitive advantage that can reflect the marketing performance of the business they run (Octavia & Sriayudha, 2021). The characteristics of individuals who manage a business proactively are the driving force for a successful business (Gunawan & Fraser, 2016).…”