SME's Development: Is The Role of Women and Entrepreneurial Marketing Important? Case Study of Confection SME's in Jepara Indonesia

Micro, Small, and Medium Enterprises (MSMEs) substantially contribute to the Indonesian economy. The marketing approach using entrepreneurial is an appropriate apply MSMEs. This study aims analyze influence of role women on development MSMEs confection businesses in Jepara Regency. data collection method used a purposive sampling technique, namely by distributing questionnaires 137 respondents. While analysis descriptive quantitative Structural Equation Modeling (SEM) through Partial Least Squares (PLS) approach. results showed that characteristics entrepreneurs, general, have high school level education, majority respondents are productive age, morale, generational group born era rapidly developing technological developments. PLS-SEM show has significant positive effect marketing. means better encouragement women, more will increase. In addition, business development. it increase variables drive, improve Jepara. Keywords: confection, marketing, development, PLS, entrepreneurs