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All Journal Jurnal REP (Riset Ekonomi Pembangunan) Jurnal Riset Daerah
Ainina Ratnadewati
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Public Health Social Sciences Other

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Journal : Jurnal REP (Riset Ekonomi Pembangunan)

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WOMEN’S ENTREPRENEURSHIP AND DIGITAL INNOVATION IN TRADITIONAL MARKET: INSIGHTS FROM BERINGHARJO, YOGYAKARTA Indriawati, Ratna Malisa; Ainina Ratnadewati; Anisya Nur Widya
Jurnal REP (Riset Ekonomi Pembangunan) Vol. 10 No. 2 (2025): October 2025
Publisher : Universitas Tidar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31002/rep.v10i2.2948

Abstract

This paper examines the impact of digital economy tools on the business performance and empowerment of women entrepreneurs in Beringharjo Market, Yogyakarta. It focuses on how digital bookkeeping, e-commerce, social media advertising, and digital payment systems influence monthly turnover. This research uniquely focuses on women entrepreneurs in a traditional Indonesian market, combining localized data with digital economy analysis. Using a quantitative approach, the study surveyed 143 women entrepreneurs in Beringharjo Market. It employed Ordinary Least Squares (OLS) regression to analyze the relationship between turnover and four independent variables: digital bookkeeping, e-commerce usage, social media advertising, and digital payment adoption. Digital bookkeeping has the most statistically significant impact on turnover. The results suggest that financial management tools are most effective, while marketing tools offer potential benefits, and payment tools serve more operational roles. Digital payments improve efficiency but do not directly boost revenue. The study supports the advancement of SDG 5 (Gender Equality) and SDG 8 (Decent Work and Economic Growth), recommending digital literacy programs, improved tech access, and supportive policies to maximize impact.
Co-Authors Anisya Nur Widya Deana Aulia Juvitasari Indriawati, Ratna Malisa