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All Journal Jurnal Manajemen Bisnis Jurnal Ilmu Ekonomi ASET Management Analysis Journal Journal of Economic Education Jurnal Dinamika Sosial Budaya EBSJ JURNAL MANAJEMEN BISNIS SOLUSI Jurnal Peduli Masyarakat Jurnal Ilmiah Satyagraha Jurnal Ekonomika dan Bisnis Jurnal Ilmiah ASET Jurnal Abdimas Ekonomi dan Bisnis Magistrorum et Scholarium: Jurnal Pengabdian Masyarakat Tematik Jurnal Ekonomika dan Bisnis International Research Journal of Business Studies
Eviatiwi Kusumaningtyas Sugiyanto
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Social Sciences Other

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Women Entrepreneurs, Entrepreneurial Marketing, and Business Sustainability: A Gender Perspective Wijayanti, Ratna; Sugiyanto, Eviatiwi Kusumaningtyas
Jurnal Manajemen Bisnis Vol. 13 No. 1 (2026): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/d6xxf734

Abstract

Sustainable entrepreneurship has become increasingly urgent in addressing environmental and social challenges, yet gender-specific dynamics in entrepreneurial marketing remain understudied. Understanding how women entrepreneurs apply entrepreneurial marketing is essential to strengthening inclusive and sustainable business ecosystems. This study examines the role of entrepreneurial marketing in improving sustainable business performance from a gender perspective. Using a quantitative survey approach, data were collected from 150 women entrepreneurs in Semarang who have managed environmentally friendly businesses for at least 3 years. Respondents were selected through purposive sampling, and data were analyzed using Structural Equation Modeling (SEM) with SmartPLS. The findings reveal that innovativeness, opportunity focus, and acceptable risk positively influence sustainability performance, highlighting women entrepreneurs' emphasis on social value creation, adaptability, and measured risk-taking. However, proactivity, resource leveraging, and networking show no significant impact, reflecting structural barriers, differences in strategic orientation, and networking limitations that women entrepreneurs often face. This study provides novelty by uncovering gender-specific patterns in entrepreneurial marketing and their implications for sustainability outcomes. Theoretically, it advances the discourse on gender and entrepreneurship, while, in practice, it emphasizes the need for gender-sensitive policies, entrepreneurial training, and supportive ecosystems to enhance sustainable business performance.
Co-Authors Anisah Anita Damajanti Citra, Ari Dina Permana Dea Aulia Widyaevan Dian Triyani fitriana, ika Hanifah, Risti Ulfi Jihaan, Anisa Kesi Widjajanti Kesi Widjajanti Mira Meilia Marka Nelly Rafika Nur Intihayah NUR FITRIANI Pradiptya, Adhi Pujangga, Silananda Kharisma RATNA WIJAYANTI Rizkiana, Citra Sari, Anisa Rachma Sri Yuni Widowati suratman Suratman Suratman Suratman Suratman