Exploring Women’s Entrepreneurial Leadership and Digital Gamification Marketing in Fashion MSMEs
-
Made Putri Ariasih
*
Universitas Pendidikan Ganesha, Buleleng,
Indonesia
- Komang Endrawan Sumadi Putra Universitas Pendidikan Ganesha, Buleleng, Indonesia
- I Nengah Suarmanayasa Universitas Pendidikan Ganesha, Buleleng, Indonesia
- Ni Wayan Ayu Santi Universitas Pendidikan Ganesha, Buleleng, Indonesia (*) Corresponding Author
Abstract
This study explores the role of women’s entrepreneurial leadership and digital gamification marketing in enhancing the business performance of fashion MSMEs in Bali, Indonesia. Using a qualitative phenomenological approach, data were collected through in-depth interviews, direct observations, and document reviews involving selected women entrepreneurs in Bali’s fashion MSME sector who have successfully implemented both leadership and digital gamification strategies. The snowball sampling technique was applied to identify participants who met specific criteria related to entrepreneurial leadership and digital innovation practices. The findings reveal that women’s entrepreneurial leadership, characterized by empathy, inclusiveness, and collaboration, fosters creativity, innovation, and employee motivation, contributing to organizational growth. Gamification in digital marketing, such as point-based rewards, challenges, and social media engagement, enhances customer loyalty and purchase intention. However, MSMEs face challenges such as limited budgets, technological capacity, and maintaining creative consistency. The synergy between leadership and gamification forms a sustainable model leadership drives innovation and engagement, while gamification strengthens customer relationships and brand loyalty. Although the study emphasizes non-financial outcomes, including financial indicators such as profitability or revenue growth would enrich future analyses of business performance.
Downloads
References
Abdussamad, Z. (2021). Buku Metode Penelitian Kualitatif. CV.Syakir Media Press.
Aparisi-Torrijo, S., & Ribes-Giner, G. (2022). Female entrepreneurial leadership factors. International Entrepreneurship and Management Journal, 18(4), 1707–1737. https://doi.org/10.1007/s11365-022-00798-2
Ariasih, M. P., Putra, K. E. S., & Suarmanayasa, I. N. (2024). Entrepreneurial Leadership Impact on MSME Women’s Business Perfomance In Denpasar City. Jurnal Ekonomi, 29(1), 60–77. https://doi.org/10.24912/je.v29i1.2013
Arifah, I. D. C. (2022). E-Commerce Gamification: The Effect of gameful Experience (Gamex) and Game Design on The Self-brand Connection. https://doi.org/10.2991/aebmr.k.211226.003
Artha, B., & Satriadhi, B. (2023). Performance of Business: A Review of The Literature. Jurnal Ekonomi LLDIKTI Wilayah 1 (JUKET), 3(2), 41–47. https://doi.org/10.54076/juket.v3i2.398
Eisingerich, A. B., Marchand, A., Fritze, M. P., & Dong, L. (2019). Hook vs. hope: How to enhance customer engagement through gamification. International Journal of Research in Marketing, 36(2), 200–215. https://doi.org/10.1016/j.ijresmar.2019.02.003
Glancey, K., Greig, M., & Pettigrew, M. (1998). Entrepreneurial dynamics in small business service firms. International Journal of Entrepreneurial Behavior & Research, 4(3), 249–268. https://doi.org/10.1108/13552559810235547
Jan, B. K., & Maulida, M. (2022). The Role of Leaders’ Motivation, Entrepreneurial Leadership, and Organisational Agility in Social Enterprise Sustainability. The South East Asian Journal of Management, 16(2), 97–117. https://doi.org/10.21002/seam.v16i2.1167
Jannah, M., & Pranjoto, R. G. H. (2025). Entrepreneurial marketing on MSMEs as a socio-economic development for sustainable competitive advantage. IOP Conference Series: Earth and Environmental Science, 1441(1), 012041. https://doi.org/10.1088/1755-1315/1441/1/012041
Liu, M., Zhang, P., Zhu, Y., & Li, Y. (2022). How and When Does Visionary Leadership Promote Followers’ Taking Charge? The Roles of Inclusion of Leader in Self and Future Orientation. Psychology Research and Behavior Management, Volume 15, 1917–1929. https://doi.org/10.2147/PRBM.S366939
Miles, M. B., & Huberman, A. M. (1994). Qualitative Data Analysis (3 ed.). SAGE Publications, Inc.
NusaBali. (2020). UMKM Fashion Kembali Bergairah. Nusa Bali.
Pusparisa, Y. D. R. (2023, August 31). Dominasi Sektor UMKM, Perempuan Hadapi Sederet Tantangan. Kompas.
R, N. E., & Pudjoprastyono, H. (2024). Strategi Branding UMKM “Pentol Jan Larrise” Melalui E-Commerce Di Era Digitalisasi. Journal Of Human And Education (JAHE), 4(6), 756–761. https://doi.org/10.31004/jh.v4i6.1902
Rhismawati, N. L. (2024, February 16). Pelaku UMKM perempuan di Bali berharap perluasan akses pasarRhism. Antara.
Sari Dewi, R., Candra Arifah, I. D., Kautsar, A., Kharisma, F., & Hadi, H. K. (2023). Developing Small Medium Enterprise of Creative Business through Digital Marketing and Financial Management Training. International Journal Of Multidisciplinary Research And Analysis, 06(11). https://doi.org/10.47191/ijmra/v6-i11-36
Seo, Y. W., & Lee, Y. H. (2019). Effects of internal and external factors on business performance of start-ups in South Korea: The engine of new market dynamics. International Journal of Engineering Business Management, 11. https://doi.org/10.1177/1847979018824231
Singh, G., Kumar, B., & Jain, K. (2021). Gamification in marketing. International Journal of Information Management, 61, 102415. https://doi.org/10.1016/j.ijinfomgt.2021.102415
Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif Dan R&D. Alfabeta.
Tandelilin, E., Wijadja, F. N., Mukti, Y. P., Hadi, F. S., Jayani, N. I. E., & Rani, K. C. (2024). Implementation of Entrepreneurial Leadership: Will It Make Better or Worse? (pp. 165–171). https://doi.org/10.2991/978-94-6463-244-6_27
Umar, F., Kadir, A. R., Reni, A., Thaha, R. R., & Setiawan, R. (2023). Improving Business Performance through Entrepreneurship Orientation and Management Capacity for Women Entrepreneurs. JWEE, 37–57. https://doi.org/10.28934/jwee23.pp37-57
Wiratmini, N. P. E. (2019, February 18). Industri Fesyen Lokal di Bali Menjamur, Omzet Ratusan Juta. Bisnis.Com.
Xi, N., & Hamari, J. (2020). Does gamification affect brand engagement and equity? A study in online brand communities. Journal of Business Research, 109, 449–460. https://doi.org/10.1016/j.jbusres.2019.11.058
Yang, P., Zhao, Y., Xu, T., & Feng, Y. (2019). The impact of gamification element on purchase intention. 2019 16th International Conference on Service Systems and Service Management (ICSSSM), 1–6. https://doi.org/10.1109/ICSSSM.2019.8887654
Bila bermanfaat silahkan share artikel ini
Berikan Komentar Anda terhadap artikel Exploring Women’s Entrepreneurial Leadership and Digital Gamification Marketing in Fashion MSMEs
Pages: 989-996
Copyright (c) 2025 Made Putri Ariasih, Komang Endrawan Sumadi Putra, I Nengah Suarmanayasa, Ni Wayan Ayu Santi
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).
