Women Agripreneurs in the Digital Era: Institutional Support and Coopetition Marketing as Drivers of Business Excellence

Abstract

This study investigates the influence of agripreneurship (AP) on the business performance (PF) of women-led enterprises in the agricultural sector, with digital coopetition marketing (DCM) as a mediating variable and institutional support as a moderator. The model is further enriched with control variables: age and education, to explore demographic sensitivity. Drawing upon Resource-Based Theory and Institutional Theory, this research proposes a moderation-mediation model tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from 83 women agripreneurs in Malang Regency, and the findings suggest that while DCM significantly mediates the AP–PF relationship, institutional support has an insignificant moderating effect. Age and education as control variables do not significantly alter performance, underscoring the dominance of strategic and digital factors over demographic ones in influencing entrepreneurial outcomes. This study contributes to the discourse on inclusive innovation, gendered entrepreneurship, and rural economic development.