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Enhancing Women Entrepreneurs' Competitiveness in the Livestreaming Age

Author

Listed:
  • 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:)

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"

Suggested Citation

  • Heny Hendrayati, 2024. "Enhancing Women Entrepreneurs' Competitiveness in the Livestreaming Age," GATR Journals jber251, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jber251
    DOI: https://doi.org/10.35609/jber.2024.9.2(2)
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    References listed on IDEAS

    as
    1. Hongbo Li & Zhenzhen Wang & Zhijie Yuan & Xin Yan, 2023. "Multidimensional Evaluation of Consumers’ Shopping Risks under Live-Streaming Commerce," Sustainability, MDPI, vol. 15(19), pages 1-14, September.
    2. Hossain, Md Alamgir & Hossain, Md Shakhawat & Chowdhury, Md Sohel & Shuvro, Razuan Ahmed, 2024. "The power of livestreaming: Will it become an alternative strategy for startups?," Technology in Society, Elsevier, vol. 78(C).
    3. Gopalkrishnan R. Iyer & Markus Blut & Sarah Hong Xiao & Dhruv Grewal, 2020. "Impulse buying: a meta-analytic review," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 384-404, May.
    4. Lei Yang & Cong Zheng & Caixia Hao, 2024. "Optimal platform sales mode in live streaming commerce supply chains," Electronic Commerce Research, Springer, vol. 24(2), pages 1017-1070, June.
    5. Hu, Cui & Parsley, David & Tan, Yong, 2021. "Exchange rate induced export quality upgrading: A firm-level perspective," Economic Modelling, Elsevier, vol. 98(C), pages 336-348.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Product Quality; Live streaming capability; Competitiveness.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General

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