PERSONAL VALUES OF WOMEN'S ENTERPRISE: APPLYING THE SCALE LOV

The role of personal values as standards or criteria that influence the choices of individuals suggests the relationship of values to behavior. Based on this understanding, the concept of human values has been used in the social sciences to understand various issues such as the use of media, religious and political behavior, preferences and consumer behavior. Based on this perspective, this study aims to analyze the values of women entrepreneurs based on the scale List of Values - LOV (Kahle et al., 1986). The administration of the scale to a sample of women entrepreneurs has shown that the values Fun, Sense of accomplishment and Self Respect had higher means. By analysis of principal components extracted three dimensions of scale: Individual Values and collective values. Since the value of Making Sense of most women identified as most important.