Original Research

The effect of creativity and innovative behavior on competitive advantage in womenpreneur

Retno P. Setyaningrum, Muafi Muafi
SA Journal of Human Resource Management | Vol 20 | a2069 | DOI: https://doi.org/10.4102/sajhrm.v20i0.2069 | © 2022 Retno P. Setyaningrum, Muafi Muafi | This work is licensed under CC Attribution 4.0
Submitted: 10 August 2022 | Published: 18 November 2022

About the author(s)

Retno P. Setyaningrum, Department of Management, Faculty of Economics and Business, Universitas Pelita Bangsa, Bekasi, Indonesia
Muafi Muafi, Department of Management, Faculty of Business and Economics, Universitas Islam Indonesia, Yogyakarta, Indonesia


Orientation: Indonesia is currently in the industrial revolution 4.0 and 5.0. Woman entrepreneurs must be able to increase creativity, innovative behaviour and trust in digital technology to have sustainable competitive advantage for their firm.

Research purpose: This study aimed to examine and analyse the impact of creativity and innovative behaviour on competitive advantage mediated by trust in digital technology for women entrepreneurs.

Motivation for the study: The literature of creativity, innovative behaviour, trust in digital technology and competitive advantage is still limited in women entrepreneur context.

Research approach/design and method: A quantitative approach with cross-sectional survey design was used to collect data from 300 small and medium enterprises (SMEs) female entrepreneurs in the Special Region of Jogjakarta and West Java, but only 206 were sampled. The data analysis technique used structural equation modelling with partial least squares (SEM-PLS) 23.

Main findings: Creativity and trust in digital technology have no significant effect on competitive advantage, but creativity positively and significantly affects trust in digital technology and innovative behaviour. Innovative behaviour positively and significantly affect trust in digital technology and competitive advantage. Trust in digital technology does not mediate the effect of creativity on competitive advantage.

Practical/managerial implications: Women entrepreneurs are able to increase competitive advantage with innovative behaviour. Likewise, creativity and innovative behaviour require trust in digital technology and become able to increase competitive advantage.

Contribution/value-add: This study fills the literature gap by explaining the relationship between creativity, innovative behaviour, trust in digital technolog, and competitive advantage in the context of women entrepreneurs in Indonesia.


creativity; innovative behavior; trust in digital technology; competitive advantage; women entrepreneur

JEL Codes

O14: Industrialization • Manufacturing and Service Industries • Choice of Technology; O32: Management of Technological Innovation and R&D

Sustainable Development Goal

Goal 9: Industry, innovation and infrastructure


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