Abstract

The objective of this study is to explore and analyze the innovativeness of a group of women entrepreneur (micro small medium entrepreneurs/ MSME owners) living in a rented simple apartment belonging to the local government. There are thirty two MSME owners, who are housewives, mostly produce and sell food and drinks. This attractive to observe since they emerge to the industry during the Covid-19 pandemic and has been being challenged with digital presence. This research is qualitative case study with the research approach is exploratory and descriptive using primary data obtained by semi-structured interviews with ten MSME owners and observations thirty two MSMEs both on the business locations, products and MSMEs’ online social media especially WhatsApp Business. In observing the MSMEs, it was used measurements that were derived from innovativeness-performance study developed by Octasylva et al., (2022), then a judgmental rate on each measurement was generated to perform the whole picture of innovativeness aspects and performace of MSME. The result showed that MSMEs have developed their innovativeness in term of internal ideas, modification and external adaptation, while in term of Market development was still weak. The performance, in term of the number or quantity of orders are getting better.  They have tried to get used to the marketing digital, but perhaps need to be more consistent.

Keywords

Innovativeness, woman entrepreneur, marketing capability, adaptive capability, performance