Building Women Migrant Workers’ Entrepreneurial Intention through Introducing Entrepreneurial Knowledge and Digital Marketing Literation

¹ Doctor of Management Department, 55183 Universitas Muhammadiyah Yogyakarta, Indonesia
² Master of Management Department, 55183 Universitas Muhammadiyah Yogyakarta, Indonesia
³ Visiting Fellow of Rajaratnam School of International Studies, Nanyang Technological University, Singapore

^* Corresponding author: indahfatmawati@umy.ac.id

Abstract

Promoting financial independence among migrant workers through digital-based entrepreneurship opportunities is a pressing concern for governments. Globalization exposes migrants to vulnerabilities, including economic, social, and legal hurdles. Empowering them with business opportunities via digital platforms offers a route to financial autonomy and improved living standards after completing their contract. This paper explores the advantages of fostering entrepreneurship opportunities among migrant workers in the digital era. The authors conducted applied research in Singapore, in collaboration with the Embassy of Indonesia and Nanyang Technology University, involving 130 women migrant workers. The program runs for 5 hours and is divided into 7 sessions encompassing various activities, such as educating on smart social media usage, enhancing financial literacy, and presenting entrepreneurial opportunities for cage-free hen farming with digital marketing strategies. While 81 participants responded to the post-program questionnaire, SPSS analysis supports our hypothesis except for the effects of entrepreneurial knowledge on entrepreneurial intentions. These results implied that digital marketing literacy and perceived behavioural control are essential in building entrepreneurial intention. We recommend educating digital marketing literacy and enabling women migrant workers with the entrepreneurial capability to build entrepreneurial intention.