<![CDATA[Purpose — This study aims to analyze the influence of digital technology, digital entrepreneurship orientation, and marketing innovation on sustainability performance through competitive advantages in culinary MSMEs in Yogyakarta in the social commerce ecosystem. Design/methodology/approach — This study uses an explanatory quantitative approach. Primary data were collected through an online questionnaire distributed to culinary MSME actors in Yogyakarta who actively use Instagram and/or TikTok as social commerce platforms. The data were analyzed using Partial Least Squares Structural Equation Modeling with the help of SmartPLS 4 to test the direct and indirect relationships between variables. Findings—The results show that marketing innovation has a positive and significant effect on competitive advantage. Competitive advantage, in turn, has a positive and significant direct effect on the sustainability performance of culinary MSMEs. However, marketing innovation does not have a significant direct effect on sustainability performance, indicating that its significant contribution is observed only in relation to competitive advantage rather than directly to sustainability performance. Furthermore, digital technology and digital entrepreneurship orientation are not found to have significant effects on either competitive advantage or sustainability performance. The specific indirect effect analysis also indicates that competitive advantage does not significantly mediate the effects of digital technology, digital entrepreneurship orientation, or marketing innovation on sustainability performance. Practical implications — This finding provides input for culinary MSME actors to not only use social commerce as a basic promotional medium, but also develop it into a more creative, consistent, and market-oriented marketing strategy. Strengthening product uniqueness, service quality, customer interaction, and brand identity is important to build a competitive advantage and support business sustainability in the long term. Originality/value — This research contributes to the study of the sustainability of MSMEs by placing social commerce as a competitive ecosystem, not just as a digital promotional medium. This research also emphasizes the importance of marketing innovation and competitive advantage in supporting the sustainability performance of culinary MSMEs in Yogyakarta.]]>
