Indonesia's successful women entrepreneurs: Servant leadership, E-Commerce Digitalization Adoption, self efficacy as Mediation and Adoption of E-Commerce Digitization as Moderation

This study examines the influence of self-efficacy and innovative behavior on successful women entrepreneurs, while also considering the mediating role of self-efficacy and moderating role of e-commerce digitization. This type of research is a survey that uses female SME entrepreneurs as respondents in three provinces in Indonesia, namely West Java, Yogyakarta and Jakarta. The sampling technique used is purposive with a sample size of 234 respondents, and collected the data by distributing questionnaires to the respondents. The data analysis technique was carried out with Structural Equation Modeling with AMOS 23. The results of the research show that there is a significant positive effect between; (1) servant leadership to Indonesia's successful women entrepreneur, (2) servant leadership to self efficacy, (3) self efficacy to successful women entrepreneurs, (4) eervant leadership to innovative behavior, (5) innovative behavior to Indonesia's successful wowen entrepreneurs, (6) innovative behavior to Indonesia's successful women entrepreneurs moderated by adopted e-commerce digitization and (7) servant leadership to successful women entrepreneurs mediated by self-efficacy. The originality of this research stems from the scarcity of research in Asia that examines the role of self-efficacy, especially when it is associated with servant leadership, adoption of e-commerce digitalization and Indonesia's successful women entrepreneurs. The owners of SMEs studied are those who have an uneven turnover, and have limited capabilities in the fields of management, leadership and self-efficacy, as well as the adoption of e-commerce digitalization.