Pengaruh Peran Gender Dalam Meningkatkan Kinerja Usaha Di Sektor Usaha Mikro Kecil Dan Menengah (UMKM) Pada Pengusaha Wanita Bidang Fashion Di Kota Bandung
Abstrak
Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki kontribusi yang signifikan terhadap perekonomian daerah dan
nasional, terutama dalam industri fashion di Kota Bandung yang dikenal sebagai pusat kreativitas. Penelitian ini
bertujuan untuk mengevaluasi pengaruh peran gender terhadap kinerja usaha yang dijalankan oleh pengusaha
perempuan di sektor fashion. Pendekatan penelitian yang digunakan adalah metode kuantitatif dengan teknik survei
terhadap para pelaku UMKM wanita. Peran gender mempengaruhi kinerja usaha, terutama dalam aspek inovasi,
strategi pemasaran, serta akses terhadap sumber daya bisnis. Selain itu, keberadaan jaringan sosial (network advice)
berperan sebagai faktor moderasi yang memperkuat hubungan antara peran gender dan keberhasilan usaha. Temuan
ini menyoroti pentingnya pemberdayaan perempuan dalam dunia usaha, terutama melalui dukungan sosial dan
kebijakan yang mendukung kesetaraan gender untuk meningkatkan daya saing dan keberlanjutan bisnis mereka.
Kata Kunci-Peran Gender, Kinerja Usaha, UMKM, Wirausaha Perempuan, Industri Fashion, Kota Bandung
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