FACTORS AFFECTING THE PERFORMANCE OF MSEs IN DIRE DAWA ADMINISTRATION: THE CASE OF WOMEN OPERATED MSEs

The motive of this study was to assess factors affecting the performance of medium and small enterprise in Dire Dawa administration. The issue of women entrepreneurs’ performance still presents unique challenges in terms of effectively addressing what factors affects entrepreneurs and also there are no sufficient studies in Ethiopia concerning factors affecting women entrepreneurs’ performance. To overcome this problem few published studies which conducted in Ethiopia focused on Addis Ababa sub cities. But, on the dire dawa city level, there is a scarce study. Generally, the study aims to study factors that affecting of the performance of women entrepreneurs in Dire Dawa Administration. Specifically it aims to examine factors affecting the performance of women entrepreneurs and to determine factors affecting women entrepreneurs’ performance. The research questions, is centered on the perception of women entrepreneurs of selected Dire Dawa administration towards performance. This research was carried out through cross-sectional survey design and mainly based on data collected through questionnaires. Target population of survey study were 1020 and 287 sample respondents were selected from target population by Yamane formula and also stratified sampling technique was applied to proportionate sample size from each stratum and then simple random method was used to select entrepreneurs within stratum. The study was analyzed in quantitative study approaches, questionnaire with five point Likert scale used for quantitative explanation which were filled by women entrepreneurs, and finally, it was processed and analyzed by (SPSS) version 26 and the other statistical methods including descriptive statistics and inferential statistics. The descriptive and inferential statistical tools such as; mean, percentage, correlation and multiple regressions were used to analyze collected data. Based on a finding of regression analysis result, all the independent variables had relatively strong significant and direct effect on entrepreneurs performance with p value