Harnessing internet based adoption among female entrepreneurs to enhance their marketing performance: A case study of Batik natural dyes cluster in Kebon Indah Klaten Central Java

Abstract

This research intends to find out the internet based role adoption among female entrepreneurs to enhance their marketing performance. Previous studies in emerging countries unravell that the ICT adoption plays a significant role to promote SME (Small and Medium Enterprise) entrepreneurs to alleviate their protracted poverty. This study focuses to study whether the internet based ICT (Information and Communication Technology) adoption among Batik natural dyes cluster gets significant impact on marketing performance. A model of SMEs (Small and Medium Enterprises) was composed namely internet based ICT adoption comprises relative advantage, complexity, observe ability, compatibility and security. While marketing performance comprises sales growth, market share growth, customer retention and marketing profit. Software of Structural Equation Modeling (SEM) version 23 was utilized to justify the significance of the model. The samples were withdrawn purposively among the Batik cluster of Kebon Indah Klaten. The criteria for withdrawing the sample were those who run their business at least 5 years, and the respondents must be female entrepreneurs. Sample of 180 respondents will be used to comply with the SEM requirement analysis. This study contributes to the body of knowledge e-marketing of SMEs andfemale entrepreneurship in rural area.