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Abstrak :
Female entrepreneurship involves a movement where women can empower oneself and share their values with others. This study explores a business initiative led these principles: Latifa Indonesia, a maternal wellbeing therapy business founded by a female entrepreneur named Verawati. It describes the digital marketing strategy implemented by the company and analyzes several its impacts. The research employs a qualitative case study as well as semi-structured interviews, observation, and textual documentation to collect the data required. Thematic analysis, triangulation, and member checking are used while analyzing the obtained data. The finding of this study reveals that the digital marketing strategy used by Latifa Indonesia in establishing its business is implemented through the utilization of some digital platforms such as website, Facebook, and Instagram, but that transactions occur through WhatsApp, which is considered a more user-friendly application. The use of digital platforms positively impacted the company’s development, leading to increasing numbers of both new therapists and customers, improving the company’s accessibility, growing business income, and forming partnerships with other companies. Latifa’s business data from 2021 showed that both customers and income are increasing approximately 20 percent each year since the commencement of the business’ digital marketing strategy in 2017.

Abstrak :
ABSTRAK
Penelitian sebelumnya secara umum menemukan bahwa orientasi kewirausahaan berhubungan positif terhadap kinerja Usaha Kecil Menengah. Orientasi kewirausahaan memiliki tiga dimensi yaitu, keinovatifan, sikap proaktif dan keberanian dalam pengambilan risiko. Penelitian ini bertujuan menganalisis sisi lain dari pengaruh orientasi kewirausahaan terhadap kinerja UKM. Penelitin ini menggunakan metode survey yang dilakukan terhadap 88 sampel UKM sektor produksi oleh-oleh khas kota malang raya. Hasil penelitian menunjukkan bahwa Orientasi kewirausahaan yang dimiliki para pelaku usaha di sektor produksi oleh-oleh Malang memiliki pengaruh positif dan signifikan terhadap kinerja usaha yang ditandai dengan pertumbuhan angka penjualan produk, pertumbuhan profitabilitas usaha, pertumbuhan kualitas produk dan peningkatan inovasi produk. Sementara itu, sisi lain yang menarik dari studi ini adalah orientasi kewirausahaan lebih banyak direfleksikan oleh perilaku mereka sebagai risk-taker, dimana mereka percaya bahwa perubahan pada pasar membawa sebuah kesempatan yang positif terhadap usaha mereka. Penerapan sumberdaya manusia tidak memiliki hubungan yang signifikan terhadap kinerja usaha kecil dan menengah, sehingga penerapan sumberdaya manusia bukan merupakan variabel mediasi antara orientasi kewirausahaan dan kinerja. Kondisi tersebut dapat menjadi pertimbangan bagi Pemerintah Daerah dalam memberikan pelatihan dan pembekalan khususnya dalam hal pengambilan risiko usaha.Kata kunci: Orientasi Kewirausahaan, Kinerja UKM, Usaha Kecil Menengah, Inovasi, Risk Taker

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ABSTRACT
AbstractPrevious studies have generally found a positive relation between entrepreneurial orientation and SMEs rsquo performance. Entrepreneurial orientation has three dimensions innovativeness, proactiveness and risk taking. This study aims to analize another effect of entrepreneurial orientation on the performance of small and mendium sized enterprises. This study used survey method to sample of 88 SMEs that souvenir production sector in Malang. The result indicate that entrepreneurial orientation positively affects performance of SMEs in Malang rsquo s souvenir production sector is characterized by sales growth, profitablity growth, product quality growth and product innovation growth. In addition, this study has shown that entrepreneurial orientation has been more reflected by the behavior as risk taker, they believe the changing of market have positive opportunity for their performance. Human resources practice does not have significant affect to SMEs performance, therefore human resorces practice is not mediated the relationship between entrepreneurial orientation and SMEs performance. These conditions can be considered for the Regional Government in providing training and briefing in the case of business risk taking.Keywords Entepreneurial Orientation, Human Resource Practice, Performce, SMEs, Innovation, Risk Taker