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CONFERENCE PROGRAM AND ICGCS 2021

ABSTRACT BOOK

Gender and Economic Activities

The Effect of Spirit of Entrepreneur, Self Efficacy, Family

Environment and Social Media on Business Competitiveness

on Women's Business Community In Medan City and Deli

Serdang Regency

Ritha F. Dalimunthe, Elisabet Siahaan

Universitas Sumatera Utara

One of the causes of women's businesses often closing and not developing is due to the

analysis of external factors and internal weaknesses, namely due to weak product

competitiveness, SME marketing access is still narrow because they do not use online media,

weak production processes, lack of product variety and quality, financial conditions ,

production equipment & facilities. HR, and distribution network. The external side is
competitors for online sales, synthetic products, and culinary raw materials for young rattan.

Besides that, the family environment is not fully supportive in doing business for women

entrepreneurs, as well as many women entrepreneurs who find it difficult to dream for the

future and have ideas so that their business is different from others.

This study aims to determine the effect of spirit of entrepreneur, self efficacy, family
environment and social media on business competitiveness in the Women's Business

Community in Medan City and Deli Serdang Regency. This research was conducted from May

2021 to June 2021 in Medan City and Deli Serdang Regency. The data used were obtained from

interviews using a questionnaire. Respondents in this study were administrators of the

Women's Business Community in Medan City and Deli Serdang Regency, totaling 107 people.
Competitiveness variable has indicators of paying attention to the right location, increasing

promotional activities, recognizing business competitors, having sufficient capital and

member participation. The spirit of entrepreneur variable has indicators of innovating regularly,

prioritizing service to consumers, having clear targets, having careful planning and daring to

take risks. Indicators of self-efficacy are having the ability to manage work, solve problems,

capability in doing work, business management and being able to motivate oneself. The family
environment variable has an indicator of a mindset that is influenced by the family, the first

environment in determining goals, motivation from the family, positive support from the

family, and the family as an inhibiting factor. Meanwhile, social media variables have indicators

of increasing business sales, influencing brand awareness, increasing profits, introducing

products, and increasing business development.
Based on the results of questionnaire data processing using multiple linear regression analysis,

the results of the study proved that the variables of the spirit of entrepreneur, self-efficacy,

family environment and social media simultaneously had a significant effect on the

competitiveness of women's businesses in the Women's Business Community in Medan City

and Deli Serdang Regency. . Partially, the system variables of

spirit of entrepreneur and self-efficacy have a significant effect on the competitiveness of
women's businesses in the Women's Business Community in Medan City and Deli Serdang

Regency. Meanwhile, the family environment and social media have no significant effect on

the competitiveness of women's businesses in the Women's Business Community in Medan

City and Deli Serdang Regency.

Keywords: Spirit of Entrepreneur, Self Efficacy, Family Environment, Social Media,

Business Competitiveness

Short Biography:

Ritha Dalimunthe is a permanent lecturer at the University of North Sumatra, Faculty of

Economics with the highest education being Professor. The field of science taught is

Management and Entrepreneurship. In addition, he is also active as the head of USU's

Gender Studies (PSGA).

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