The role of digitalization in the business turnover of women owned textile MSMEs in traditional markets: Evidence from Klewer market, Surakarta
DOI:
https://doi.org/10.12928/optimum.v16i1.14563Keywords:
Digitalization, Women Entrepreneur, Business Turnover, MSMEAbstract
Women-owned Micro, Small, and Medium Enterprises (MSMEs) in Indonesia play a crucial role in economic development. Yet, they still face challenges such as limited market access, capital, and digital literacy. Despite high female participation, their contribution to GDP remains stagnant, highlighting the need for more effective empowerment strategies. This study aims to examine the role of digitalization—including e-commerce, social media, digital bookkeeping, and digital payment methods—on the business turnover of women entrepreneurs in Klewer Market, Surakarta. This study contributes to the literature on women's entrepreneurship by providing empirical evidence from a traditional market context, highlighting both the opportunities and limitations of digital adoption. Quantitative methods were employed, utilizing survey data from 150 women-owned MSMEs selected through purposive sampling. Multiple linear regression using Ordinary Least Squares (OLS) was applied to assess the effect of digitalization on turnover. The results indicate that three aspects of digitalization—e-commerce, social media, and digital payments—have a positive and significant effect on business turnover, while digital bookkeeping has no significant impact due to low adoption. Most entrepreneurs still operate with low turnover, and only a few achieve higher revenues, indicating an unequal distribution of the benefits of digitalization. E-commerce expands market reach, social media strengthens customer relationships, and digital payments improve efficiency and accountability. However, gaps in digital and financial literacy continue to have broader impacts. In conclusion, digitalization is a strategic tool for improving women's business performance, but its success requires stronger digital literacy and technical support to ensure inclusive benefits in traditional markets.
References
Al-Dajani, H., & Marlow, S. (2013). Empowerment and entrepreneurship: A theoretical framework. International Journal of Entrepreneurial Behavior & Research, 19(5), 503-524. https://doi.org/10.1108/IJEBR-10-2011-0138
BPS (2022). Produk Domestik Regional Bruto Kabupaten/Kota Di Indonesia. Jakarta
Brynjolfsson, E., & McAfee, A. (2014). The second machine age: Work, progress, and prosperity in a time of brilliant technologies. W. W. Norton & Company.
Brush, C. G., de Bruin, A., & Welter, F. (2019). A gender-aware framework for women's entrepreneurship. Entrepreneurship Theory and Practice, 43(3), 585-610. https://doi.org/10.1108/17566260910942318
Dalton, Drew., & Smith, Angela (2023). Gender, Sexuality and the UN's SDGs. In Sustainable Development Goals Series. Palgrave Macmillan Cham. https://doi.org/10.1007/978-3-031-31046-1
Esperanza R. S. (2024). Information and communications technology curricular offerings in the K-12 STEM: Inputs for a program plan. International Journal of Research and Innovation in Social Science (IJRISS), 8(03), 2876-2944. https://doi.org/10.47772/IJRISS.2024.803210S
Gujarati, D. N., & Porter, D. C. (2009). Basic Econometrics. 5th ed. McGraw-Hill,
Handayani, R., & Soeparan, H. (2022). The role of social media and digital payment in supporting MSME recovery during the COVID-19 pandemic. Jurnal Ekonomi dan Bisnis, 25(3), 211-224.
Hazudin, S. F., Sabri, M. F., Ramli, N., & Burhan, N. A. S. (2023). Development of antecedent factors for Malaysian women's entrepreneurial resilience framework: A fuzzy delphi method. Journal Women's Entrepreneurship and Education, 2023 (3-4), 1-27. https://doi.org/10.28934/jwee23.34.pp1-27
Hossain, M., Parvin, S., & Rahman, T. (2023). Women entrepreneurship and digital inclusion in developing economies. Gender, Technology and Development, 27(1), 33-49.
Jia, H., Xu, Z., Lin, S., & Jiang, F. (2021). Does persistence make you healthy? An empirical study on female entrepreneurs from China. BMC Women's Health, 21(1), 1-10. https://doi.org/10.1186/s12905-021-01471-6
Kamar Dagang dan Industri Indonesia. (2023). Peran UMKM dalam perekonomian nasional dan tantangan transformasi digital. Jakarta: KADIN Indonesia.
Kraus, S., Palmer, C., Kailer, N., Kallinger, F. L., & Spitzer, J. (2019). Digital transformation in SMEs: A systematic literature review. Journal of Small Business and Enterprise Development, 26(6-7), 809-826.
Kusumaningtyas, I., & Nurcahyo, R. (2018). Factors affecting the performance of women entrepreneurs. International Journal of Entrepreneurship and Small Business, 35(2), 181-198.
Ministry of Finance. (2022). Women and MSME empowerment in Indonesia: Annual report 2022. Jakarta.
Minniti, M., & Naudé, W. (2010). What do we know about the patterns of female entrepreneurship? European Journal of Development Research, 22(3), 277-293. https://doi.org/10.1057/ejdr.2010.17
Mou, J., Cohen, J. F., & Zhang, B. (2017). Understanding the adoption of mobile commerce in SMEs: The case of China. Technological Forecasting and Social Change, 129, 95-104. https://doi.org/10.1016/j.techfore.2017.02.001
OECD. (2021). The missing entrepreneurs 2021: Policies for inclusive entrepreneurship and self-employment. OECD Publishing, Paris. https://doi.org/10.1787/71b7a9bb-en
Permata Ayunda, K., Achmad, E. ., & Emilia, E. (2023). Analisis pengaruh penggunaan e-commerce, media sosial dan sosial media marketing terhadap pendapatan usaha mikro kecil menengah (UMKM) fashion di Kota Jambi. E-Journal Perdagangan Industri dan Moneter, 11(3), 28-41.
Pertiwi, Ratna, Arif Nugroho Rachman. (2022). Analisa determinasi yang mempengaruhi kualitas laporan keuangan umkm pada pasar Klewer Surakarta. Jurnal Ekonomi Bisnis Dan Akuntansi, 2(1). https://doi.org/10.55606/jebaku.v2i3.693
Prakosa, B.G., Guritno, D.C., Anindita, T., Kurniawan, M.L.A., & Nugroho, A.C. (2024). Correlation among components of the Indonesian industry readiness index 4.0 and its implementation on socioeconomic along with the demographic aspects. Digital Transformation and Society, 3 (3), 296-309. https://doi.org/10.1108/DTS-08-2023-0063
Purba, F. A., Nasution, H. M., Siregar, N., & Wulandari, S. N. T. (2024). Peran sistem pembayaran digital dalam meningkatkan produktivitas Usaha Mikro, Kecil, dan Menengah (UMKM) di kecamatan Medan Perjuangan. Jurnal Ekonomi dan Bisnis EK&BI, 7, 425-431. https://doi.org/10.37600/ekbi.v7i2.1879
Putri, F. S. A., A. Saharsini. (2024). Determinan minat dalam menyusun laporan keuangan UMKM di pasar Klewer Surakarta. Jurnal Ilmiah Ekonomi dan Manajemen, 2(2), 553-569.
Rahayu, R. & Day, J. (2017). E‑commerce adoption by SMEs in developing countries: Evidence from Indonesia. Eurasian Business Review, 7, 25-41. https://doi.org/10.1007/s40821-016-0044-6
Rogers, E. M. (2003). Diffusion of innovations. (5th ed.). Free Press. Southampton.
Scuotto, V., Del Giudice, M., & Carayannis, E. G. (2020). SMEs and digital transformation: Toward a new competitive landscape. Journal of Business Research, 112, 369-380. https://doi.org/10.1016/j.jbusres.2019.01.033
Sharma, V., Maheshkar, C., Poulose, J., Kapse, M., & Mahajan, Y. (2023). Women entrepreneurs: A study of psychological well-being and empowerment in Indian social context. Journal Women's Entrepreneurship and Education, 3(4), 95-121. https://doi.org/10.28934/jwee23.34.pp95-121
Sugiyanto, E. K., Suharnomo, S., & Perdhana, M. S. (2024). Women's empowerment in the framework of developing innovative behavior for women's entrepreneurial success. Journal of Women's Entrepreneurship and Education, 3(4), 50-72. https://doi.org/10.28934/jwee24.34.pp50-72
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Wijoyo, H., Nurkhin, A., & Pramono, R. (2020). Digital marketing adoption and its effect on micro and small enterprise performance. Jurnal Manajemen, 12(4), 563-575.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Danur Condro Guritno, Anisya Nur Widya, Aulia Hapsari Juwita; Rakhmundia Aryo
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
