Enhancing Women Entrepreneurs' Competitiveness in the Livestreaming Age

Heny Hendrayati ()
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Heny Hendrayati: Universitas Pendidikan Indonesia, Jl. Dr. Setiabudi No.229, 40154, Kota Bandung, Indonesia Author-2-Name: Dede Kurnia Author-2-Workplace-Name: Universitas Pendidikan Indonesia, Jl. Dr. Setiabudi No.229, 40154, Kota Bandung, Indonesia Author-3-Name: Vidi Sukmayadi Author-3-Workplace-Name: Universitas Pendidikan Indonesia, Jl. Dr. Setiabudi No.229, 40154, Kota Bandung, Indonesia Author-4-Name: Frederic Marimon Author-4-Workplace-Name: Universitat Internacional de Catalunya, Immaculada 22. 08071 Barcelona. Spain Author-5-Name: Zarina Denan Author-5-Workplace-Name: University Teknologi MARA, Bandar Puncak Alam Selangor, Malaysia Author-6-Name: Meriza Hendri Author-6-Workplace-Name: Universitas Widyatama, Jl. Cikutra No.204A, 40125, Kota Bandung, Indonesia Author-7-Name: Alvi Furwanti Alwie Author-7-Workplace-Name: Universitas Riau, Pekanbaru 28293, Riau, Indonesia Author-8-Name: Author-8-Workplace-Name:

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Abstract: " Objective - This study aims to investigate how the quality of products and the ability to live-stream impact the competitive advantage of businesses operated by women entrepreneurs in the era of live-streaming. Methodology - The methodology employed in this study was a quantitative approach utilizing an explanatory survey method. The data was collected using online surveys issued to 200 women entrepreneurs who have been in business for over two years and are located across Indonesia. Findings - The data analysis utilized the Structural Equation Modeling (SEM) methodology via the Mplus program. The study's findings suggest that product quality has little impact on competitiveness. In addition, the ability to live-stream does not lessen the impact of product quality on competitiveness. Novelty - The study reveals a compelling discovery: the capacity to live-stream significantly impacts competitiveness. This suggests that live-streaming is better suited as a predictor variable. Live-streaming capability is a crucial factor that entrepreneurs should not overlook, as it has the potential to enhance competitiveness quickly. Type of Paper - Empirical"

Keywords: Product Quality; Live streaming capability; Competitiveness. (search for similar items in EconPapers)
JEL-codes: M20 M31 (search for similar items in EconPapers)
Pages: 7
Date: 2024-09-30
New Economics Papers: this item is included in nep-cse and nep-sea
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Published in Journal of Business and Economics Review, Volume 9, Issue2

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Persistent link: https://EconPapers.repec.org/RePEc:gtr:gatrjs:jber251

DOI: 10.35609/jber.2024.9.2(2)

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