Women and Pandemic: The Power within Social Entrepreneurship

15 Pages Posted: 17 Jun 2021

See all articles by Sulih Indra Dewi

Sulih Indra Dewi

Universitas Tribhuwana Tunggadewi

Fathul Qorib

Universitas Tribhuwana Tunggadewi

Rini Kartini

Nusa Nipa University

Muhammad Abdul Ghofur

Universitas Tribhuwana Tunggadewi

Date Written: March 9, 2021

Abstract

Women is one of the groups worst affected during the Covid-19 Pandemic. Significant efforts need to be made by the community and government to empower women to survive the hardship. HOD Indonesia itself is a social entrepreneurship that focuses on empowering women at risk and victims of violence in Malang, East Java. This study aimed to analyze the strategy of the House of Diamond (HOD) Indonesia in maintaining its business so that it can support vulnerable women who work in it. Data gathering was carried out through non-participatory observation and in-depth interviews with founders, managers, and empowered women at HOD Indonesia. This study indicated that the strategies of HOD Indonesia in the Pandemic situation are by expanding their product lines (mask and hand-stitched clothes), holding to the core of ethical shopping in determining their market, and encouraging social entrepreneurship among the youngsters to save vulnerable women. To further its impact, HOD Indonesia maintains good relations with its longtime customers from Canada, the US, and some European countries. Their website, www.hod-indonesia.com, and marketing protocols promote ethical shopping and environmental awareness while describing the artisan behind these artworks. The strength of Indonesian HOD is building good communication between working mothers who face the same situation to be a solid team in facing the pandemic.

Keywords: women empowerment, social entrepreneurship, house of diamond Indonesia, social enterprises

Suggested Citation

Dewi, Sulih Indra and Qorib, Fathul and Kartini, Rini and Ghofur, Muhammad Abdul, Women and Pandemic: The Power within Social Entrepreneurship (March 9, 2021). Proceedings of the 4th International Conference on Communication & Business (ICCB 2021), Available at SSRN: https://ssrn.com/abstract=3867098 or http://dx.doi.org/10.2139/ssrn.3867098

Sulih Indra Dewi (Contact Author)

Universitas Tribhuwana Tunggadewi ( email )

Jl. Telaga Warna blok C, Malang, Indonesia
Malang
Indonesia

Fathul Qorib

Universitas Tribhuwana Tunggadewi ( email )

Jl. Telaga Warna blok C, Malang, Indonesia
Malang
Indonesia

Rini Kartini

Nusa Nipa University ( email )

Indonesia

Muhammad Abdul Ghofur

Universitas Tribhuwana Tunggadewi ( email )

Jl. Telaga Warna blok C, Malang, Indonesia
Malang
Indonesia

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