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All Journal Management Studies and Entrepreneurship Journal (MSEJ)
Ervadhita R., Putri
Unknown Affiliation
Decision Sciences, Operations Research & Management

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Adoption Of Artificial Intelligence In Women's Culinary Micro-Enterprises: The Role Of Social Capital And Gender Barriers Ervadhita R., Putri; Husein, Muhammad Ahmi
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 5 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/101v3b22

Abstract

This study examined how women micro-entrepreneurs in the culinary sector in Surabaya, Indonesia understood, responded to, and prepared for the adoption of Artificial Intelligence (AI) in their business operations. A qualitative phenomenological design was employed, involving 15 purposively sampled women micro-entrepreneurs. Data were collected through semi-structured in-depth interviews and analysed using reflexive thematic analysis. Four themes emerged: (1) social capital and family support as facilitators of layered technology adoption; (2) institutional gaps in gender-responsive training ecosystems; (3) heterogeneous AI literacy ranging from no awareness to active use; and (4) multilayered gender-based barriers, including the novel ‘AI ease paradox’—a phenomenon in which the perceived ease of AI use inhibits the development of deeper AI literacy. The findings extend the TAM/UTAUT framework by integrating Social Capital Theory and a gender lens, offering theoretical and practical contributions for policymakers, training providers, and AI developers in the Southeast Asian micro-enterprise context.
Co-Authors Husein, Muhammad Ahmi