Personal Branding and Sustainable Marketing Strategies of Women Entrepreneurs: UTAUT-Based Analysis on E-Word of Mouth and Business Performance

Abstract

This study examines how personal branding and UTAUT factors influence sustainable marketing adoption among women entrepreneurs in Bekasi Regency, Indonesia. It further investigates the direct effects of sustainable marketing on electronic word-of-mouth (EWOM) and business performance, as well as the mediating role of EWOM in these relationships. Employing Partial Least Squares Structural Equation Modeling (PLS- SEM) via SmartPLS 4.0, data were collected through online/offline questionnaires from 230 women entrepreneurs managing SMEs (response rate 92%), focusing on F&B-fashion sectors with >86% digital platform usage. The measurement model demonstrated excellent validity (AVE>0.67, CR>0.92) and reliability (Cronbach's α>0.90), confirmed by Fornell-Larcker, HTMT<0.80, and VIF<2.2 criteria. Results reveal all hypotheses supported: UTAUT exerts the strongest influence on sustainable marketing (β=0.42, p<0.001, f²=0.32), surpassing personal branding (β=0.34), explaining 52% variance (R²=0.52). Sustainable marketing significantly drives E-WOM (β=0.69, R²=0.48) and business performance (direct β=0.28; total via EWOM β=0.59, R²=0.61). EWOM partially mediates (VAF=52%, β=0.31), amplifying sustainability impact. Findings integrate Kirzner's Alertness Theory, UTAUT, and Relationship Marketing Theory, addressing gaps in gender-specific digital sustainability models. Theoretically, this advances entrepreneurial literature in emerging markets; practically, it recommends Bekasi UMKM agencies prioritize UTAUT-based digital training and Instagram branding workshops to enhance women entrepreneurs' competitiveness through cost-effective EWOM strategies.