Strengthening Women Entrepreneurs in Improving Competitiveness in the ERA of Society 5.0

This study aims to understand the transformation of human resources (HR) in supporting the competitive advantage of women entrepreneurs and improving their innovative performance in Medan City and Deli Serdang Regency, North Sumatra. Women entrepreneurs have great potential in building the regional economy and improving family welfare. However, several obstacles, such as low human resource quality, lack of experience in developing a business, lack of innovation ability, and lack of education, become barriers in optimizing their potential. This study used a descriptive qualitative approach involving 116 women entrepreneurs as respondents. Results from the focus group discussions (FGDs) show that HR transformation through education, training and skills development is key in improving the competitive advantage of women entrepreneurs. They also need to take advantage of digitalization and innovation opportunities in marketing their products. The community of women entrepreneurs can play an important role in supporting the growth and development of their businesses. This study concludes that women entrepreneurs have great potential to improve the family economy and reduce unemployment in North Sumatra. However, they need support in HR transformation, competitive advantage and innovative performance. The government and universities can also play a role in developing the potential of women entrepreneurs through training, mentoring and appropriate policy support.