Identity and Struggle of Women Micro, Small and Medium Enterprises in Digital Social Media Communication
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Abstract
This study explores how female micro-entrepreneurs in Pangandaran construct their identities and narrate their economic struggles through digital communication on social media. Drawing on a qualitative case study approach, the research identifies that social media functions not merely as a marketing tool but also as a symbolic space for self-representation, emotional engagement, and collective empowerment. The findings reveal that identity construction among women entrepreneurs is shaped by a combination of domestic roles, cultural values, religious expressions, and community affiliation. Through platforms such as WhatsApp, Facebook, and Instagram, these women employ simple but consistent communication strategies to promote their businesses, connect with customers, and share personal narratives. Many include culturally embedded elements in their posts, such as local dialects, traditional products, and expressions of gratitude, reflecting their rootedness in local traditions and values. Community networks like Baraya and PPUMI serve as key enablers of cooperative branding and digital literacy, strengthening the social capital among members. This research confirms that digital communication is an essential tool for empowerment, particularly when it aligns with local contexts and gendered experiences. It also highlights the importance of narrative-based digital training and participatory approaches in fostering inclusive digital entrepreneurship. The study contributes to a deeper understanding of how digital media intersects with gender, culture, and economic resilience in tourism-based regions in Indonesia.
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