WOMEN’S ENTREPRENEURSHIP CREATIVE STRATEGY FOR IMPROVING ECO BUSINESS (CASE STUDY: SAGA OFFICIAL)

• Main Author: Arinal Haq, Sagaria
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62877
• Institution: Institut Teknologi Bandung

Women's entrepreneurship has increased its role in the global economy including in Indonesia. The business sector which is mostly led by women entrepreneurs is trade with 49.5%. There are 809 out of 1633 women correspondents in the trade sector. This number is quite high when compared to other sectors. The trade sector is a place for creative businesses such as fashion and crafts to grow. Meanwhile, previous studies have shown that it is doubtful women's creativity can be responsible for developing a creative environment. Fortunately, women could generate business value due to their feminine nature in environmental issues such as creating eco-friendly products which was the idea of the Saga Official brand. The Saga Official business as a women-owned brand that produces fashion and home decor products with a focus on eco print faces obstacles in branding and product development. Internal business situations were analyzed using Resource Based View and Value, Rarity, Imitation, and Organization (VRIO) analysis and external analysis using PESTLE and Porter Five Forces with SWOT analysis as the mix analysis. Exploration of Saga Official's business problems is the root of research objectives for finding creative strategies that are suitable for Saga Official's business. In this research, the author uses a qualitative methodology with the triangulation method using literature study, observation, and in-depth interviews. The first analysis is from in-depth interviews. The process involves three brands, two brands’ women-owned entrepreneurs and one brand male-owned entrepreneurs. Women entrepreneurs said that they produce various eco print products but have difficulty developing them because they are weak in creating branding content and increasing product value, while male-owned brands are strong in branding. The second analysis observed that women business platforms had fewer interactions with customers. Then the literature analysis shows that women entrepreneurs currently have obstacles in learning creative strategies but can develop businesses because the environment supports them. The results of the research found that the creative strategies proposed were branding 101 and new product development. Women entrepreneurs are no less creative than men in implementing creativity strategies. The implementation plan guide is the action plan and the tool for monitoring the strategy is the time schedule. This study is not only to solve the problems facing the Saga Official brand but also to help other female entrepreneurs grow their businesses.