Competitive Strategies for Womenpreneurs in Tasikmalaya City During The Covid-19 Pandemic

Mira Nurfitriya, Tika Annisa Koeswandi, Nizza Nadya Rachmani, Retno Febriyastuti Widyawati


This research is motivated by the current dual role of women, both as housewives and career women who seek income and are tested for their resilience and competitiveness in the face of the current global COVID-19 pandemic. Based on the pre-research data we obtained, women make a significant contribution to the economy of the City of Tasikmalaya, where more than 50% of MSME actors in the City of Tasikmalaya are female. This research itself aims to provide a general description of the opportunities faced by womenpreneurs in the City of Tasikmalaya, as well as to study further about what challenges are faced by womenpreneurs in the City of Tasikmalaya. The object of the research is womenpreneurs SMEs located in the city of Tasikmalaya. This study uses a qualitative approach with a descriptive method, where the analytical tool used for the data obtained is the SWOT analysis. The technique of collecting data is by using observation techniques, in-depth interviews, and literature studies. The results of this study are based on the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices, the position of Womenpreneur in Tasikmalaya City [IFE 3.101, EFE 3.037] is in Quadrant I.


competitive strategy, swot analysis, womenpreneur, covid-19.

Full Text:



Alibhai, AS 2016. Women entrepreneurs in Indonesia: a pathway to increasing shared prosperity. https://documents. (nd).

Bastaman, A., & Juffiasari, R. 2018. Factors Influencing Women's Decision Making for Entrepreneurship (Case Study of Members of the DKI Jakarta Indonesian Women Entrepreneurs Association). Trilogy University: Jakarta. 265–277.

Business and Economics. 2015. Factors Affecting Entrepreneurial Women. Journal of Economic and Business Research Vol. 9(1).

Buttner, H & Dorothy PM. 1997. Women's Organizational Exodus to Entrepreneurship: Selt-Reported Motivations and Correlates with Success. Journal of Small Business Management Vol. 35(1): 34-36.

David, Fred R. 2004. Strategic Management Concepts. Publisher PT. INDEX. Jakarta

Edris, Mochamad, 2014. Industrial Development Strategy of Cluster-Based Embroidery and Garment in Kudus, Central Java, Indonesia.

Ghozali, Imam. 2005. Multivariate analysis with SPSS program. Diponegoro University Publishing Agency: Semarang.

Hendratni, T. 2013. Womenpreneur , roles and constraints in business activities, 2(2): 170–178.

Jalber, S., E. 2007. The Emergence of Entrepreneurs Around the World, UG Journal, Vol. 8(1).

Ministry of Women's Empowerment and Child Protection of the Republic of Indonesia. 2012. Policies and Strategies: Increasing Women's Economic Productivity. Deputy for PUG for Economic Affairs cq. Assistant Deputy for Gender in KUKM Indag: Central Jakarta.

Kleinsteuber F. Dr. & Sutojo, Siswanto. 2002. Marketing Management Strategy. PT. Damar Mulia Pustaka.

Women's Congress Report. 2015. Strategies of Women Entrepreneurs Facing MEA. Held in Jakarta 2014.

Mokalu, B., J. 2016. Entrepreneurial Women Overcome the Family Economy. LPPM Journal of EcoSosBudKum, 3(2): 72–88.

National, S., Inclusive, K., Women, N., & Strategy, FI 2020. National Strategy for Women's Inclusive Finance. National Women's Financial Inclusion Strategy. 1–55.

Orhan, M & Don Scott, 2012, Why Women enter into Entrepreneurship An Explanatory Model, Woman and Management Review, Vol. 16(5): 232-243.

Prawitasari, 2010. SWOT analysis as the basis for formulating a competitive marketing strategy (study on the Honda Tunggul Sakti dealer). Thesis is not published. Semarang: Faculty of Economics, Diponegoro University, Semarang.

Porter, Michael E. 1980. Competitive Strategy. Erlangga: Jakarta.

Rangkuti, Freddy. 2002. SWOT Analysis of Business Case Dissecting Techniques, Gramedia Pustaka Tama: Jakarta.

Risya, Y. 2014. Development of the attractiveness of the Cihideung flower tourism area, Parongpong District, West Bandung Regency. Thesis: Indonesian Education University.

Sains, F., Police, P., Cawangan, U., & Sembilan, N. 2018. Achievement of Women Entrepreneurs: Results of Formation of Human Capital Factors and Competitiveness Abstract Performance of Women Entrepreneurs: A Result on Formation of Human Capital and Emulous Factors Abstract Introduction. 3(3): 173–188.

Santana k, S. 2010. Scientific writing, Qualitative research methodology. Indonesian Torch Foundation.

Now, Uma. 2006. Research Methodology for Business. Edition. 4. Salemba Four: Jakarta.

Sugiyono. 2016. Quantitative, Qualitative, and R&D Research Methods. Alphabet.

Suwarsono, 1996. Strategic Management Concepts and Cases. YKPN Corporate Management Academy Publishing and Printing Unit: Yogyakarta.

Tambunan, Tulus. 2012. Women entrepreneurs in MSMEs in Indonesia: Motivation and Constraints. Center for Industry, SME and Business Competition Studies, Trisakti University. LPFE Trisakti University: Jakarta.

Wube, MC 2010. Factors Affecting Performance of Women Entrepreneurs in Micro and Small Enterprises. https://unevoc. unesco. org/e-forum/final thesis. pdf.



  • There are currently no refbacks.

 Creative Commons License

The International Journal Business Review (The Jobs Review) is licensed under a Creative Commons Attribution-ShareAlike 4.0

View My Stats