MODEL OF MARKETING PERFORMANCE : ROLE OF INNOVATION CAPABILITY IN WOMEN ENTREPRENEURS

Ade Octavia,Yayuk Sriayudha

doi:10.31933/dijms.v3i2.1007

Ade Octavia, Yayuk Sriayudha

Open Access

https://doi.org/10.31933/dijms.v3i2.1007

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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

Highlights

The increase in the number of women entrepreneurs has not had a significant effect on business performance, various assistances from the government have been provided (Octavia, Sriayudha, et al, 2020)
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 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

Summary

INTRODUCTION

The increase in the number of women entrepreneurs has not had a significant effect on business performance, various assistances from the government have been provided (Octavia, Sriayudha, et al, 2020). The ability of women entrepreneurs to develop new product innovations or improve the process by which products or services are accepted by the market provides a competitive advantage that can reflect the company’s performance through increased sales or reduced costs(Delbufalo, 2017). The first hypothesis of this research is: Hypothesis 1: Entrepreneur passion has a significant effect on the innovation capability of SMEs managed by women. Evaluation of the structural model or inner model aims to predict the relationship between latent variables by looking at the percentage of variance explained by looking at the R-Square value and the Tstatistics value in the Path Coefficients Table, through the jackknifing or bootstrapping procedure first

FINDING AND RESULT

Findings

Journal of Entrepreneurial