Exploring Success Factors for Women Entrepreneurs During the Covid-19 Pandemic in Indonesia: A Qualitative Analysis

Abstract

The phenomenon of globalization and societal progress has significantly increased the prominence of women in entrepreneurship, marking a transformative shift in their economic participation. However, the COVID-19 pandemic disproportionately impacted female entrepreneurs globally, rendering them more vulnerable compared to male-owned enterprises, which were predominantly affected in previous economic downturns. This study aims to comprehensively analyze the success factors of women entrepreneurs during the COVID-19 pandemic. Utilizing a qualitative approach, the research employs a case study methodology, supported by NVivo software, to explore three key dimensions: (1) the motivations driving women entrepreneurs to venture into business, (2) the critical factors perceived as vital for achieving business success, and (3) the essential factors for sustaining businesses during the pandemic. The findings reveal that the primary motivations for women entrepreneurs include product innovation, opportunity recognition, and family support. Key factors for achieving business success are identified as consistency, customer focus, and technological adoption. Meanwhile, sustaining businesses during the pandemic relied heavily on customer retention, digital technology utilization, and network expansion. The study concludes that for women entrepreneurs to achieve and sustain business success, they must prioritize critical factors such as customer engagement, digital technology integration, and robust networking. These insights contribute to the growing body of literature on women's entrepreneurship and provide practical implications for supporting women entrepreneurs in navigating post-pandemic challenges. This study contributes original insights by identifying key success factors for Indonesian women entrepreneurs specifically during the COVID-19 pandemic. Using qualitative case study analysis, it highlights the critical roles of customer focus, digital adoption, and networking, offering a timely, context-rich understanding for policymakers and support ecosystems in crisis contexts.