Ritha F. Dalimunthe, Dina Sarah Syahreza, Hairani Siregar, Ramadani Ramadani, Muhammad Bangun Siregar, Rizky Putra
16TAbstract - 16TThis research focuses on enhancing the competitive advantage of small women entrepreneurs in Deli Serdang Regency by transforming human resources and leveraging technology. The study addresses issues such as inadequate human resource management, suboptimal technology use, and a lack of strategic planning, leading to limited competitiveness in product marketing. The research involves 58 female entrepreneurs in Deli Serdang Regency and utilizes descriptive qualitative methods, including surveys, interviews, and focus group discussions. Findings highlight the competitive edge of female entrepreneurs through effective use of social media for marketing and online ordering. The study underscores the potential of information technology to boost the performance of micro, small, and medium enterprises (MSMEs), emphasizing the importance of continuous learning, entrepreneurial spirit, and increased family income. Challenges like insufficient packaging and business legalization require serious attention. The research concludes that human resource transformation and digital adaptation are crucial for the success of women entrepreneurs in the region. © 2024 Ritha F Dalimunthe et al; published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 4.0 License.
Universitas Sumatera Utara, Medan, Indonesia; Universitas Negeri Medan, Medan, Indonesia
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