THE DIGITAL DIVIDE: HOW POSITIVE PERCEPTION TOWARD ICT AND DIGITAL MARKETING OUTCOMES SHAPE ENTREPRENEURIAL PERFORMANCE

Entrepreneurship is the keystone for economic growth and job creation, with Information and Communications Technology (ICT) as a pivotal driver of prosperity and innovation. This study delves into the influence of attitudes toward ICT adoption and digital marketing outcomes on firm performance and examines gender differences using multigroup analysis (MGA). Data collected through quantitative survey questionnaires from 246 owner-managers of Micro, Small and Medium Enterprises (MSMEs) was analyzed using Structural Equation Modeling (SEM)–partial least squares method. The results reveal that the entrepreneur’s positive perception of ICT significantly influenced their digital marketing outcomes, thereby positively affecting the firm’s performance. However, a pronounced gender disparity persists in ICT adoption, with female entrepreneurs experiencing lower adoption rates.