The Sales Expansion of Agro-Industrial Products Through E-Commerce: A Gender Analysis Approach
DOI:
https://doi.org/10.1229/tecempresarialjournal.v17i2.52Keywords:
Gap, Digital, Harvard, Comparative, CompetitiveAbstract
The development of digital technology provides opportunities for women to work from home using electronic commerce to sell agro-industrial products to increase sales turnover. The way women work and how to increase the sales turnover of agribusiness products through e-commerce has never been done before. The Pathway, the Gap, and the Harvard Analysis method are usually used in the socio-economic conditions, however, in this research, the comparative and competitive analysis method were employed to solve current issues related to sales expansion of agro – industrial products. The data collection was carried out using observation at business area, structured interviews with micro, small and medium-sized enterprises (MSMEs), and in-depth interviews with business managers of NTB Mall. The survey of data was carried out in June 2022 while data collection was in May 2022. The location and sampling was obtained from the managers of NTB Mall and the number of objects is up to 14 micro, small and medium enterprises of agro-industrial units. Comparative and competitive analysis methods have been shown to be used effectively as a method of gender analysis. Therefore, the results showed that female entrepreneurs have comparative and competitive advantages over male entrepreneurs in the use of electronic commerce. Comparative and competitive analysis methods are good to use for gender analysis.
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