Phenomenological Study: The Meaning of Entrepreneur for Women MSME Actors

Authors: Sri Dewi Setiawati, Moch. Armien Syifaa Sutarjo, Intan Primasari

Country: Indonesia

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Abstract: This study aims to determine the meaning of entrepreneurship for female Micro, Small and Medium Enterprises (MSMEs), the meaning of communicators in digital marketing communications, analyze the role of women in formulating messages in digital media and to find out how digital media management strategies are. This study uses the phenomenological method. The results of this study are that female MSME actors feel that entrepreneurship needs to be done to develop their potential and also be future-oriented. Excavation of meaning is divided into two meanings. First, the meaning of entrepreneurship for future-oriented female MSMEs sees entrepreneurial activity as an effort to fulfill personal needs, and help family needs. Second, the meaning of entrepreneurship for female MSME actors who are oriented towards self-development, seeing entrepreneurial activity as self-ability, self-confidence, creativity and innovation. This means that self-development orientation sees it as a form of self-existence as a woman who has the ability.

Keywords: Digital Marketing Communication, Entrepreneurship, Women MSME Actors

Paper Id: 1570

Published On: 2022-07-23

Published In: Volume 10, Issue 4, July-August 2022

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