Proceedings of the 1st International Conference on Gender, Culture and Society, ICGCS 2021, 30-31 August 2021, Padang, Indonesia

Research Article

The Competitive Advantage of Micro-Businesses of Millennial Women in Medan, North Sumatra, Indonesia

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  • @INPROCEEDINGS{10.4108/eai.30-8-2021.2316414,
        author={Ritha  Dalimunthe and Magdalena Linda Leonita Sibarani},
        title={The Competitive Advantage of Micro-Businesses of Millennial Women in Medan, North Sumatra, Indonesia },
        proceedings={Proceedings of the 1st International Conference on Gender, Culture and Society, ICGCS 2021, 30-31 August 2021, Padang, Indonesia},
        publisher={EAI},
        proceedings_a={ICGCS},
        year={2022},
        month={4},
        keywords={business strategies competitive advantage leadership millennial entrepreneurs},
        doi={10.4108/eai.30-8-2021.2316414}
    }
    
  • Ritha Dalimunthe
    Magdalena Linda Leonita Sibarani
    Year: 2022
    The Competitive Advantage of Micro-Businesses of Millennial Women in Medan, North Sumatra, Indonesia
    ICGCS
    EAI
    DOI: 10.4108/eai.30-8-2021.2316414
Ritha Dalimunthe1,*, Magdalena Linda Leonita Sibarani1
  • 1: Faculty of Economics and Business, Universitas Sumatera Utara, Medan, Indonesia
*Contact email: ritha.fdalimunthe@gmail.com

Abstract

The influences of SMEs have been established by young millennials (Generation Y) in Medan, North Sumatra. Women using digital technology is a supporting factor to the business market. Products' competitive markets have characteristics for novice entrepreneurs. This study aimed at describing the leadership and strategy of competitive advantages of micro-business products as the key to success for millennial women as beginners. A number of existing research samples were 117 people. The results showed that most micro-businesses in Medan had been established for more than 5 years, namely 65 respondents (55.6%). Meanwhile, entrepreneurs who had run their businesses for less than one year were 7 respondents (5.98%). The findings characterized those beginner entrepreneurs with a maximum capital of 10 million were as many as 45 million people (38.46%) and those located from over 1 million were 10 (8.54%). Also, using technology as a means of marketing development was 58.11%. Finally, leadership was evaluated and the results by the customer relations were mostly done by positive thinking of 93.16%. They create marketing strategies such as managing the finance, establishing a good relationship with consumers for business development. Therefore, the business can be accepted by the market.