Evaluating the Important Role of Women in Maintaining the Sustainability of SMEs

Small and Medium Enterprises (SMEs) play a significant role in driving economic growth; hence, research on the sustainability of SMEs is currently under discussion. Previous research found evidence that women’s role in the development of SMEs is still limited because most entrepreneurs are men. This is due to gender stereotypes, in which men tend to be more rational while women are more careful. Based on these problems, this research specifically tests the impact of digitalisation, business strategy, and competitive advantage on the sustainability of women-owned businesses. It also evaluated the digitalisation effect, business strategy, and competitive advantage on the sustainability of SMEs. It consisted of 150 female respondents who use e-commerce in Indonesia, and the focus was solely on women entrepreneurs, which has not been done in previous investigations. Furthermore, this study uses purposive sampling with specific criteria and hypothesis testing using SmartPLS. The results showed that digitalisation and business strategy affect competitive advantage, which also increases the sustainability of SMEs. This research is anticipated to assist SME owners, particularly women, in mastering technology to gain a competitive advantage and maintain sustainability.