THE REATIONSHIP OF MOMPRENEUR OPTIMISM AS PERFORMANCE IMPROVEMENT THROUGH SUPPORT OF INNOVATION AND MARKET ORIENTATION

The Covid-19 pandemic has changed the way of ife in work, schoo, sociaizing, and any activities carried out outside the housethat wi contact other peope. Especiay with the impementation of partia ockdown, PSBB, work from home (WFH), stay at home, isoation, socia distancing, and even regiona quarantine. Where a peope are advised not to do activities outside their house, incuding work. The habit of working ike this wi have a positive impact. For exampe, if women experience a chaenging task, they will become more independent and robust. Nowadays,married women can not ony act as housewives but aso have gender equaity to do business from their homes to support their needs. Being a mompreneur has many advantages, one of which is the fexibe working hoursadapted to your family. Mompreneurs can sti do househod chores that go hand in hand with running their business.This study aimed to anayze the effect of sef-efficacy and sef-esteem on mompreneur performance through market orientation and innovation orientation. This study used accidenta samping with a tota sampe of 215 mompreneurs in the city of Medan. The data anaysis method used partia east squares anaysis with SmartPS software. The resuts showed that directy sef-efficacy, sef-esteem, market orientation, and innovation orientation had a positive and significant effect on mompreneur performance, and indirecty, it was known that sef-efficacy and sef-esteem had a positive and significant impact on mompreneur performance through market


INTRODUCTION
In eary March 2020, Indonesia became a country affected by the Covid-19 pandemic, unti today, Covid-19 accompanies us in our daiy ife. Covid-19 affects the habits of ife that were initiay free to become restrained and adopt new pressures, and women are no exception. Indonesian women, as citizens of deveoping countries, have different cutures and positions, and jobs. Mosty are housewives, but some aso work outside the house to hep or support the famiy income. The Covid-19 pandemic has changed the way of ife in work, schoo, sociaizing, and any activities carried out outside the home that wicontact other peope. Especiay with the impementation of partia ockdown, PSBB, work from home (WFH), stay at home, isoation, socia distancing, and even regiona quarantine where a peope are encouraged not to do activities outside the house, incuding work. For workers, the changes fet are more serious, and not even a few have received reductions in working hours and termination of empoyment (PHK). Many ayoff victims occur in industria fieds reated to many peope, one of which is the tourism sector, such as hotes, trave agents, etc.
The change from working status to not working wi create pressure for productive women.
nature and are committed to undergoing the entrepreneuria process. The purpose of women entering the business word is not ony about financia matters but to foow an intrinsic need and a sense of satisfaction with the achievements that have been made. Working ike this wi have a positive impact. For exampe, if women experience a chaenging task, they wi become independent and strong. Nowadays,married women can not ony act as housewives but aso have gender equaity to do business from their house to support their needs. Housewives have the same opportunity to succeed in the business word by becoming a mompreneur. Being a mompreneur has many advantages, one of which is fexibe working hours adapted to your famiy. Mompreneurs can sti do househod chores that go hand in hand with running their business. In Medan itsef, there are many businesses, both young and od, both married and unmarried, with various types of businesses, ranging from types of businesses such as fashion, handicrafts, food, etc. This shows that business deveopment in the city of Medan has advanced. Especiay with the many current e-commerce media that hep mompreneurs run a business with ony gadgets, mompreneurs can run their business ony from home, through e-commerce which has minima operationa costs and can be done by anyone but wi generate huge profits if doneseriousy. Ecommerce trading activities are unconsciousy one of the peope's choices to survive during the Covid-19 pandemic. They can make peope think openy about the importance of technoogy in their economic ife.

LITERATUR REVIEW Self Esteem
According to Demirdag self-esteem is an individual's assessment of self-respect through an attitude towards themselves that is implicit and not verbalized and describes the extent to which the individual views themselves as a person who has the ability, significance, worth, and competence and according to Gunaputri et al. Self-esteem is the level at which a person believes that they are a worthy and competent individual. People with high self-esteem are more likely to find jobs with higher status, more confident in their abilities.Six factors can support building self-esteem, which is usually abbreviated as G-R-O-W-T-H , namely: goal setting; risk-taking; opening up; wise choice-making; time-sharing; and healing.

Self Efficacy
Self-efficacy is one of the most influential aspects of self-knowledgein everyday human life. This happensbecause self-efficacy also influences individuals in determining the actions taken to achieve a goal, including estimates of various events that will be faced. According to Moorhead & Griffin [8] , self-efficacy is a personality characteristic that is related but slightly different. A person's self-efficacy is the person's belief about his ability to perform a task. People with high self-efficacy believe that they can perform well at specific tasks. On the other hand, people with low self-efficacy tend to doubt their ability to perform a particular task. According to Salangka et al., indicators of self-efficacy refer to the dimensions of self-efficacy, namely level, strength, and generalization.

Innovation Orientation
According to Mursid, innovation is a process to turn opportunities into marketable ideas. Innovation is more than just a good idea, a pure idea plays an important role, and a creative mind develops into a valuable opinion. In a free view, a company's innovation must have core competencies to not quickly lose in the competition because successful innovation will trigger the acquisition of new consumers. Without innovation, the value offered by consumers can eventually be imitated by competitors.According to Utaminingsih (2016), marketing innovation is also a way of better marketing in ways to communicate with customers, conduct education, arranging delivery of goods and methods of payment. This will provide more value from a company. Innovation creates new ideas and puts them into practice. Innovation is new ideas in products, so the results are better. In corporate organizations, innovation takes two forms, namely: product innovation, which produces new goods or services or improvements from existing ones and process innovation, which results in new ways of doing a process.

Market Orientation
Market orientation is the view of the company's leadership that emphasizes the need for companies to coordinate marketing activities that are directed to be able to achieve the goals and objectives of providing customer satisfaction by providing services that are in accordance with the goals of the company so that the company's goals will be achieved in the long term. Tjiptono defines market orientation as a business culture that is able to effectively and efficiently create employees' behaviors in such a way as to support efforts to create superior value for customers. Market orientation is the view of company leaders that emphasizes the need for companies to coordinate marketing activities that are directed to be able to achieve the goals and objectives of providing customer satisfaction by providing services that match the goals of the company so that the company's goals will be achieved in the long term. Dharmmeta defines market orientation as a business culture that is able to effectively and efficiently create employee behavior in such a way that it supports efforts to create superior value for customers. Kohli&Jaworski as quoted by MohamadYusakAnshori is an operational view of its marketing core, namely focusing on consumers and coordinated marketing. So market orientation focuses more on creating an organizational image for its ability to gain sympathy from customers because it is able to provide excellent service so that consumers feel satisfied.

Mompreneur Performance
Mompreneur is a combination of two syllables, namely mommy or mother and entrepreneur. The term mompreneur is given to housewives who own and manage their own business. The ability of mompreneurs to balance activities as mothers and entrepreneurs is considered capable of being a challenge for the development of entrepreneurial ideology which believes that the goal of entrepreneurship is to gain profit. Mompreneur is a new generation of entrepreneurial women who grew up due to the need to balance household life with the need to work/carry out productive activities . Although considered part of a new generation, the mompreneur phenomenon is not a new phenomenon. According to Huet et al. mompreneur is just a new concept of looking at a group of entrepreneurs who still need a valid empirically supported theoretical definition. Costin found that mompreneur's motivation to start a business is the high flexibility and freedom to manage a business by considering family commitments. Motivation that comes from the family is considered to be a source of conflict if mompreneurs decide to develop their business. So that it becomes a challenge for mompreneurs in the future to determine the reasons for starting a business. The presence of technology for mompreneurs is important but creates a high dependence between mompreneurs and the development of technology, information and communication (ICT). Almost all activities, both transactions and innovations, depend on the development of ICT so that ICT becomes the backbone of business.

IMPLEMENTATION METHOD
This research method in this study is associative research, namely research that connects two or more variables. This study uses an accidental sampling technique, which is taking respondents as samples based on chance, that is, anyone who coincidentally meets the researcher can be used as a sample if the person is suitable as a data source, where the criteria are mompreneurs in Medan who already have a business that where the total number is unknown. If the exact number of the population is not known, then a technique or formula in accordance with Malhotra's theory must be at least four or five times the number of question items. The total questions in this study were 43 questions, so the minimum sample size of this study was 43 x 5 = 215. The data analysis method used partial least squares analysis with SmartPLS software.  year 100 Based on Tabe 1, it is known that the age of the respondent in this study more dominant 27-33 years, whie for the duration of the business it is more dominant aged < 1 year whie for the type of business, mompreneurs are generay more dominant in having a business in the fashion sector.

Discussion
Based on the resuts of the study, it is known that the infuence between variabes both directy and indirecty shows a positive and significant infuence, this indicates that there is an infuence of sef-efficacy, sef-esteem, market orientation and innovation factors on business performance. Sef-efficacy and sef-esteem factors in mompreneurs are obtained by training, husband and famiy support, desire for achievement and entrepreneuria motivation. The desire to achieve for the sake of advancing the business has the greatest vaue, this expains that the desire for achievement or the need for achievement is a hamark of mompreneurs, where mompreneurs have the need to compete and give their best, which reay describes the personaity of a mompreneur. The high desire for achievement makes mompreneurs strive to baance their roes as housewives and entrepreneurs.
The entrepreneuria behavior of mompreneurs is aso infuenced by market orientation and innovation orientation where the attitude of fexibiity is the attitude that most refects the entrepreneuria behavior of mompreneurs. This fexibiity is the key to the success of mompreneurs (Breen, 2014). The more fexibe a mompreneur wi be, the easier it wi be to achieve the goas and targets of the business. This fexibe attitude is aso cosey reated to the condition of the mompreneur who takes into account the opportunity cost when choosing to become an entrepreneur. There are costs to be incurred and time to be sacrificed when a mompreneur chooses to become an entrepreneur. Especiay with the deveopment in the current era where the number of products are increasingy sophisticated and the types of businesses are diverse, which makes mompreneurs aways have to innovate and read market opportunities. Costin proves that the deveopment of technoogy, information, and communication wi aso increase the number of mompreneurs. The growing share of the e-commerce market shows a wider market share and provides great opportunities for mompreneurs to expand their marketing area. 5. Directy sef-esteem has a positive and significant effect on market orientation 6. Directy sef-esteem has a positive and significant effect on market orientation 7. Directy market orientation has a positive and significant effect on mompreneur performance 8. Directy innovation orientation has a positive and significant effect on mompreneur performance 9. Indirecty sef-efficacy has a positive and significant effect on mompreneur performance through market orientation 10. Indirecty sef-efficacy has a positive and significant effect on mompreneur performance through innovation orientation 11. Indirecty sef-esteem has a positive and significant effect on mompreneur performance through market orientation 12. Indirecty sef-esteem has a positive and significant effect on mompreneur performance through market orientation