The Transformation of Women Entrepreneurs: Building a Gender Equity-Based Creative Economy to Improve Community Welfare in Bantul

Abstract

Bantul Regency is a region with high potential for creative economy development, supported by rich local culture and a diverse range of micro, small, and medium enterprises (MSMEs). One such example is the Rajut Nogosari 2 MSME located in Wukirsari Village, Imogiri District, which is predominantly managed by women artisans. Despite its significant potential, this MSME faces several challenges, including low digital literacy, limited access to modern marketing strategies, and decreased productivity in the aftermath of the COVID-19 pandemic. This community service project aims to formulate a relevant and applicable empowerment strategy for women entrepreneurs based on gender equity. The method used is a reference study, involving a review of academic literature and interviews with business actors to gain insights into the actual conditions and identify existing needs. The findings indicate that empowerment based on gender equality, combined with digital entrepreneurship training, financial literacy, and strengthened business management, can serve as a strategic solution to enhance the capacity and sustainability of women-led MSMEs. This strategy not only promotes women’s economic independence but also strengthens their contribution to inclusive and sustainable local economic development in Bantul.