Empowering Women Aisyiyah Business Actors through Digital Marketing during the Pandemic

(Study at Aisyiyah Bandung City, Indonesia)

DOI

10.2991/assehr.k.220407.009How to use a DOI?

Keywords

women empowerment; entrepreneurship; digital marketing; marketplace

Abstract

Aisyiyah, as one of the women’s Islamic organizations in Indonesia, has also contributed to spreading the notion of progress for Indonesian women. The roles performed are mainly in the fields of education, health and the economy. Commitment in the economic field, especially has become an orientation for women’s empowerment, as an effort to increase women’s capacity as business actors, in order to improve family welfare. This role has become more tested during the COVID-19 pandemic crisis. The growing interest of women in entrepreneurial practices in this digital era, raises its own problems, namely how they are entrepreneurs by adapting to digital technology. Therefore, the empowerment of women by Aisyiyah is urgent to encourage capacity building of women as business actors in the context of empowering the people’s economy with readiness to adapt to the social change and demands of the era, including adapting to the development of digital technology. This paper is based on the study of digital marketing. Using quantitative research methods with female respondents of business actors from representatives of the Aisyiyah Branch Managers throughout the city of Bandung. The aim is to describe the ability to use digital media, the ability to use a marketplace platform, an understanding of digital marketing, and an understanding of the benefits of digital media in marketing. Thus, it is hoped that Aisyiyah women who are entrepreneurs, can understand and carry out digital marketing in their entrepreneurial activities, so that they can reach a wider potential market and be able to develop their entrepreneurship as Muslim businesswomen.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Tia Muthiah Umar
AU  - Dede Lilis Chaerowati
AU  - Yulianti Yulianti
AU  - Andalusia Neneng Permatasari
AU  - Kharisma Lutfiah Al Hanif
AU  - Iqbal Jamil
AU  - Nova Nurun Nadhifah
AU  - Mochamad Zulfikri Aditya Rinaldi
PY  - 2022
DA  - 2022/04/23
TI  - Empowering Women Aisyiyah Business Actors through Digital Marketing during the Pandemic
BT  - Proceedings of the 4th Social and Humanities Research Symposium (SoRes 2021)
PB  - Atlantis Press
SP  - 39
EP  - 44
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220407.009
DO  - 10.2991/assehr.k.220407.009
ID  - Umar2022
ER  -