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All Journal JURNAL MANAJEMEN BISNIS Jurnal Manajemen dan Bisnis Jurnal Ilmu Manajemen Profitability Jurnal Manajemen dan Bisnis Golden Ratio of Human Resource Management Saraq Opat : Jurnal Administrasi Publik Al-MIKRAJ: Jurnal studi Islam dan Humaniora Journal of Administrative and Sosial Science (JASS) Balance: Jurnal Ekonomi
Syam, Shofiana
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : JURNAL MANAJEMEN BISNIS

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Marketing and Business Strategies Based on the Creative Economy in Efforts to Improve the Competitiveness of MSME Players Syam, Shofiana; Daga, Rosnaini; Susanto, Setya Ega; Salam, Karta Negara
Jurnal Manajemen Bisnis Vol. 13 No. 1 (2026): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/fxtbg662

Abstract

This study aimed to analyze the impact of strategic management, specifically marketing and creative-economy-based development strategies, on the competitiveness of culinary enterprises in Makassar. A quantitative research design was employed, using a survey to collect primary data from a representative sample selected through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling to evaluate structural relationships and test the research hypotheses. The results indicated that creative economy-based marketing strategies had a significant positive effect on competitiveness. Furthermore, development strategies based on the creative economy were found to contribute even more significantly to enterprises' ability to strengthen their competitive position in the local market. These findings emphasize the necessity of adopting innovative and adaptive business models to thrive amid market dynamics. This study provides a solid foundation for enterprise actors and policymakers to enhance creative promotion and strategic development, ensuring long-term business sustainability and competitive advantage.
Co-Authors Abdul Wahab Agustina, Nanda Lilik Handayani Muhammad Faisal Nainggolan, Hermin Rachman, Siswati Rosnaini Daga Salam, Karta Negara Susanto, Setya Ega