Research Article
The Competitive Advantage of Micro-Businesses of Millennial Women in Medan, North Sumatra, Indonesia
@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
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.
