Penerapan Strategi Bisnis di Era Digital yang Dikelola Ibu Rumah Tangga Untuk Meningkatkan Pendapatan Keluarga (Studi Kasus Komunitas Womenpreneur Karawang)
DOI:
https://doi.org/10.32493/frkm.v6i3.28638Keywords:
Womenpreneur, Business Strategy, Strategi Bisnis, Era DigitalAbstract
Peranan wanita khususnya ibu rumah tangga di era digital tidak lagi sebagai penonton di dunia bisnis, namun turut berperan dalam memberikan pendapatan bagi keluarga. Tujuan khusus penelitian ini adalah memperoleh gambaran strategi bisnis ibu rumah tangga di Kabupaten Karawang yang termasuk dalam komunitas womanpreneur di Era Digital. Batasan penelitian menggunakan teori strategi bersaing dari Michael Porter. Jenis penelitian ini adalah penelitian deskriptif kualitatif. Informan dalam peneltian terdiri dari tiga pengusaha wanita yang menekuni bisnisnya paling sedikit selama dua tahun kebelakang dan berdomisili di Kabupaten Karawang. Hasil dalam penelitian ini menunjukkan bahwa wanita memiliki peran penting dalam menungkatkan pendapatan keluarga melalui bisnis yang ditekuni. Disamping itu peran digitalisasi semakin memudahkan para pengusaha wanita dalam melakukan pemasaran dalam bisnis.
The role of women, especially housewives in the digital era, is no longer as spectators in the business world, but also plays a role in providing income for the family. The specific objective of this study is to obtain an overview of the business strategies of housewives in Karawang Regency’s who are included in the womanpreneur community in the Digital Age. Limitation of research using competitive strategy theory from Michael Porter. This type of research is a qualitative descriptive research. The informants in the study consisted of three women entrepreneurs who had been in business for at least the past two years and were domiciled in Karawang Regency. The results in this study indicate that women have an important role in increasing family income through the business they are engaged in. Besides that, the role of digitization makes it easier for women entrepreneurs to do marketing in business.
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