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CONFERENCE PROGRAM AND ICGCS 2021

ABSTRACT BOOK

Gender, Conflict and Peace

The Competitive Advantage Of Micro Business Of

Millennial Women In Medan, North Sumatra Indonesia

Ritha F. Dalimunthe

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, 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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