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All Journal JAM : Jurnal Aplikasi Manajemen Jurnal Minds: Manajemen Ide dan Inspirasi EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Inspiration Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Jurnal Mirai Management Jurnal Manajemen STIE Muhammadiyah Palopo JMM (Jurnal Masyarakat Mandiri) SEIKO : Journal of Management & Business AkMen JURNAL ILMIAH Jurnal BISNIS & KEWIRAUSAHAAN Jesya (Jurnal Ekonomi dan Ekonomi Syariah) YUME : Journal of Management JURNAL MANAJEMEN BISNIS Jurnal Dedikasi Pendidikan JURNAL PENELITIAN EKONOMI DAN AKUNTANSI (JPENSI) Al-Musannif Jurnal Inovasi dan Pelayanan Publik Makassar Journal of Economic, Public, and Accounting (JEPA) Economics and Digital Business Review Pinisi Business Administration Review Nobel Management Review Golden Ratio of Community Services and Dedication International Journal Mathla'ul Anwar of Halal Issues Journal of Training and Community Service Adpertisi Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Paradoks : Jurnal Ilmu Ekonomi Jurnal Aplikasi Manajemen & Kewirausahaan MASSARO The Journal of Business and Management Research Jurnal Bisnis dan Kewirausahaan Nobel Community Services Journal Advances in Human Resource Management Research Advances in Business & Industrial Marketing Research JER Celebes Journal of Community Services Atestasi : Jurnal Ilmiah Akuntansi
Ahmad Firman
Institut Teknologi Bisnis Nobel Indonesia
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Industrial & Manufacturing Engineering Medicine & Pharmacology Social Sciences Other

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Journal : JAM : Jurnal Aplikasi Manajemen

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The Influence of Creativity and Product Innovation on Marketing Performance: The Mediating Roles of Technology Adoption and Competitive Advantage in MSMEs Latief, Fitriani; Mubyl, Mutiarini; Firman, Ahmad; Karnawati, Tin Agustina; Fathorrahman; Sidi, Agus Purnomo
Jurnal Aplikasi Manajemen Vol. 23 No. 2 (2025)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/

Abstract

The rapid growth of MSMEs in Indonesia underscores the urgency for innovation-driven strategies to remain competitive. This study investigates the influence of creativity and product innovation on marketing performance, with technology adoption and competitive advantage serving as mediating variables. A quantitative approach was used, collecting data from 87 MSME owners in Malang City through purposive sampling. Structural Equation Modeling with SmartPLS 4.0 was employed to analyze measurement and structural models. The results show that creativity has a direct and significant effect on marketing performance and competitive advantage, while product innovation significantly influences technology adoption and competitive advantage, but not marketing performance directly. Mediation analysis reveals that competitive advantage mediates the relationship between creativity and marketing performance, while technology adoption mediates the effect of product innovation on marketing performance. These findings highlight the strategic importance of enhancing digital readiness and leveraging creativity to build competitive advantages. The novelty of this study lies in the integration of two mediators (technology adoption and competitive advantage) to explain the indirect effects of creativity and innovation on marketing outcomes in MSMEs. This provides practical insights for policymakers and business practitioners aiming to improve MSME competitiveness in emerging markets.
Co-Authors A. M. Reski Febriatma Hidayat A. Ratna Sari Dewi Abd Rahman Abdi Abdu Haris Abdul Khalik Aditya Halim Perdana Kusuma Putra Putra Adnan, Arfandi Agunawan, Agunawan Agung Nugraha Agus Purnomo Sidi Agusrianto Agusrianto Agussalim, Agussalim Akhiruddin Akhiruddin Alias, Alias Amin, Asbi Amir Mahmud Andi Ircham Hidayat Andi Nurlia Andi Pawennari Andi Ririn Oktaviani Andi Soraya Zainal Andi Ummul Khaer Andi Ummul Khaer Andi Ummul Khair Anka, Nurul Aqilah Annur SB, Ince Adzzahra Arminas Arminas Arsinta Zalzabila AS, Shafira Aqila Ashari, Azlan Asniwati Asniwati, A. Asri Asri Asri asri Azlan Azhari Badaruddin Badaruddin Badaruddin Bahri Baharuddin Bahrul Ulum Ilham Bahrul Ulum Ilham, Bahrul Ulum Basara, Muhammad Saleh Basri Basri Basri Rakhman Burhan, Endang Daniel Nemba Dambe Dara Ayu Nianty Deddy Rahwandi Rahim Deddy Rahwandi Rahim Deddy Rahwandy Rahim Dedi Setiawan Dirwan , Dirwan Dirwan Dirwan Dirwan Dirwan Djalante, Andi Fahmi Syarif Faisal Rizal Zaenal Farahni, Muthia Fathorrahman Fitriany Fitriany, Fitriany Gasmadia Gasmadia Giri Dwinanda Gunawan Bata Ilyas Gunawan Gunawan Haeranah Hamdiah Hamdiah Hardianty Askar Hasanah Nur Hasdin Nasri Hasmin Tamsah Hasnah Hasnah Hasnih Hasnih Hazriani, Hazriani Herianto, Dedy herman jaya Ida Baharuddin Idham Idham Ince Wardah Taliang indra wijaya Inrawati, Nur Irawati, Arwita Kamaluddin, La Ode Amijaya Kamaluddin, Laode Amijaya Karmansyah Karmansyah Karza, Arya Khaeran, Muh. Isnan L, Fitriani Laode Amijaya Kamaluddin Latief, Fitriani Lazuardi, Muhammad Abrori Linda Herlina M.Ilham Maharani, Mutiara Dewi Mahathir Mohammad Mariah Maryani Maryani Masdar Mas’ud Mashur Razak Masnyur Mansyur Megawati H Moh Zulfachmi Murfat Mubyl, Mutiarini Muh. Said Muh. Syilfa Nooviar Muhammad Fachrul Sjarlis Muhammad Hidayat Muhammad Hidayat Muhammad Hidayat Muhammad Hidayat Muhammad Idris Muhammad Komeini Muhammad Natsir Muhammad Nusran Muhammad Yassir Mukhtar Hamzah Multhazam, Nur Afifah Thohirah Mulyawan Amin Musa Musa Muslimin, Istyqamah Mustaking, Mustaking Mustaman Mustaman Nadya Utari Gunawan Naim, Mardjani Aliyah Abdul Novi Aryanti Nuggraha, I Made Widi Nur Ainun Alwi Nurhaeda Nurhaeda NURLIAH NURLIAH Nurul Istiqamah Paula Eka Wijaya Rabaisa Rabaisa Rahmat Rahmat Rasdi Rasdi, Rasdi Ratna Bater Reza, Heru Kreshna REZKI - Ridwan Rijal, Chaerur Rismawati Rismawati Rismawati Rismawati Rozita Uji Mohammed said, muh Salim Sultan Saripuddin D Saripuddin Saripuddin Setyani Dwi Lestari Sitti Aminah Sri Astuty - Sri Fausiah Rahmayanti Sudirman Dandu Sumardi Sumardi Surianto, S. Suriyanti, Suriyanti Suryadi Suryadi Sutiara, Sutiara Syafaruddin Sakka Syarifuddin Syarifuddin Sylvia . Thomas More Garu Tin Agustina Karnawati TM, Ridwan Tunggul Prasodjo Vincent Aditya Putra Suciadi Wandi Janwar Wulandari, Tenri Yanti Sri Rejeki Yulianingsih Yulianingsih