Enhancing Female Entrepreneurs' Performance through Social Capital, Innovation Capability, and Competitive Advantage in Deli Serdang Regency

Abstract

This study aims to analyze the effect of innovation capability, competitive advantage, and entrepreneurial performance on women MSME players in Deli Serdang Regency. The method used is quantitative with a survey approach, where data is collected through questionnaires filled out by 100 female MSME players. The data analysis techniques used were descriptive and average analysis to identify the main strengths in the aspects of innovation, competitive advantage, and business performance. The results showed that innovation capabilities, such as the ability to produce quality products and develop products according to market needs, had a significant effect on business competitiveness. Competitive advantage, reflected in good customer service and durable product quality, is also a determining factor in maintaining and improving market position. In addition, the entrepreneurial performance of women MSME players is strongly influenced by their ability to provide good service and improve product quality on an ongoing basis. The conclusion of this study is that innovation capability, good customer service, and product quality are key factors that support the success and sustainability of women's MSME businesses. This study suggests that intensive training is needed to improve innovation capability, product quality management, and customer service among women MSMEs, in order to strengthen their competitiveness and business performance in an increasingly competitive market.