The effects of knowledge sharing, social capital and innovation on marketing performance

Made Setini,I Gusti Ayu Ketut Giantari,I Wayan Gede Supartha,Ni Nyoman Kerti Yasa

doi:10.5267/j.ijdns.2021.6.008

Made Setini, I Gusti Ayu Ketut Giantari + Show 2 more

Open Access

https://doi.org/10.5267/j.ijdns.2021.6.008

Copy DOI

Abstract

Women entrepreneurs and the informal sector are looking for footholds in the COVID-19 pandemic, which will lead women to develop creative businesses. This study examines the role of sharing knowledge and innovation in addressing gaps in social capital and marketing performance. Purposive sampling is used in the technique sample with 229 samples and Structural Equation Modeling (SEM-PLS) analysis techniques with SmartPLS is used for processing applications. The results show that social capital has a positive effect on the business performance of women entrepreneurs in Bali, Indonesia. The knowledge-sharing variable can be a mediator in the relationship between social capital and performance, and social capital has a significant positive effect on innovation, but innovation does not have a positive effect on marketing performance and knowledge sharing. In the end, women entrepreneurs will use knowledge sharing to create various innovations to meet market demand. However, opportunities for women entrepreneurs are very limited on capital due to the lack of guaranteed capital, and a lack of entrepreneurial skills in the era of technology, market access, bureaucracy, and legal matters. In addition, managerial skills, access to information technology, and the perspective that men should excel in Balinese culture and customs, limit business for women entrepreneurs.

Highlights

The informal small business sector in Indonesia itself has proven to be resilient and tends to develop in the face of the global economic crisis in 1998 (Susilo, 2016)
The knowledge-sharing variable can be a mediator in the relationship between social capital and performance, and social capital has a significant positive effect on innovation, but innovation does not have a positive effect on marketing performance and knowledge sharing
It shows that the business actors where the business that had been run for more than 4 years (36.2%) and less than 2 years (34.5%), the remaining is between 3-4 years; the average business actor is the owner himself (93.1%, the remaining (6.9%) is running by someone else

Summary

Introduction

The informal small business sector in Indonesia itself has proven to be resilient and tends to develop in the face of the global economic crisis in 1998 (Susilo, 2016). The women entrepreneurs in the informal culinary sector said that customers in the last two years felt that they had started to decrease, the products sold were not selling in the market, and the income they earned had fallen. In view of this phenomenon, it is necessary to think about the steps that need to be taken so that the marketing performance of women-run MSME in the informal culinary sector can survive and grow. Sharing knowledge leads to learning about female entrepreneurship and being able to provide creative innovation ideas in line with research (Agyapong et al, 2017)

Methods

Results

Discussion

Conclusion