This study explores the efforts of Indonesian women entrepreneurs to sustain their businesses during the COVID-19 crisis of 2020–2021. Focusing on female-owned businesses in Yogyakarta, this research places particular emphasis on how social media contributes to their survival. Using a quantitative approach to analyze data collected from 130 respondents, the researchers found that the pandemic has severely affected women entrepreneurs—especially those operating SMEs. Most significantly, women have experienced reduced income due to decreased sales, disrupted supply chains, and difficulty paying credit instalments. Although women entrepreneurs are particularly vulnerable to economic shocks, most lack access to assistance from government and private programmes. This study also sheds light on social media's Important role in saving women's businesses. Facebook, WhatsApp, and Instagram have become the main instruments through which women market their businesses and reach new audiences. Aggressive promotions, accompanied by attractive offers such as discounts and additional services, have helped women entrepreneurs reduce their losses. Overall, we conclude that women entrepreneurs found innovative ways to survive their businesses during a time of crisis.
Women Entrepreneurs and The usage of social Media for Business Sustainability In the time of Covid-19