The Role of Women Entrepreneurs in Rebuilding the Economy After the Pandemic

Abstract

The COVID-19 pandemic significantly impacted Surakarta’s economy. MSMEs, especially those led by women, are facing serious challenges. Women entrepreneurs have played a key role in economic recovery through adaptation, innovation, and digital transformation. This study examines their strategies using a qualitative case study approach, collecting data from 14 women entrepreneurs through semi-structured interviews. The findings show that they responded to the crisis by diversifying products, adopting digital marketing, and building business networks. However, they continue to face challenges such as limited capital, rising raw material costs, and balancing business with domestic responsibilities. The study highlights the need for more substantial financial access, digital literacy training, and government support to sustain women-led businesses. Strengthening these areas will enhance the resilience of Surakarta’s economy.