DIGITAL ENTREPRENEURSHIP: A STUDY OF THE SUCCESS FACTORS OF DIGITAL WOMEN ENTREPRENEURS FROM MELAKA SUBURBAN AREA

Norzaimah Zainol, Maryam Mohd Esa, Nurulhayah Muhamad, Siti Syuhadah Mohamad

Abstract


From the perspective of women entrepreneurs from suburban areas in Melaka, the success of women entrepreneurs demonstrates those who are able to identify opportunities, have high resilience, and are competitive in the face of challenges in order to produce maximum profits and have a positive impact on the global community. This paper identifies the relationship of success of women entrepreneurs, namely digital entrepreneurship, digital marketing, and government support. Using an online survey, the study collects data from suburban areas in Melaka from 310 respondents among women entrepreneurs. Researchers used the Statistical Package for the Social Sciences (SPSS) software to test the correlation between dependent variables and independent variables. The results analyzed by correlation analysis show that all factors are positively significant. But only two out of three factors which are digital entrepreneurship and digital marketing have a moderate significant relationship on the success of women entrepreneurs. While government support has a weak significant relationship. Mastering in digital marketing and digital entrepreneurship and government support, help entrepreneurs become successful and competitive in industry.

Keywords: success of women entrepreneurs, digital entrepreneurship, digital marketing, government support.


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