<![CDATA[The purpose of this study is to test an empirical model to prove whether market orientation and entrepreneurial orientation affect business performance directly or indirectly through the mediating role of marketing capability. The research model was tested in the context of micro, small and medium enterprises (MSMEs) in the creative economy industry. Primary data was collected through a survey method by distributing questionnaires to 295 MSME actors in the creative economy industry in North Kalimantan. Sampling method using purposive sampling with the criteria that respondents have been running their business for at least one year. The research data were then analyzed using PLS-SEM with smart PLS. The results of empirical model testing confirm that market orientation and entrepreneurial orientation have a direct effect on business performance and indirectly on business performance through the mediating role of marketing capability. Market orientation and entrepreneurial orientation were also found to have a positive effect on marketing capability. In the context of SMEs in the creative economy industry, market orientation was found to have a stronger influence on business performance than entrepreneurial orientation, while entrepreneurial orientation was found to have a stronger influence on marketing capability than market orientation. Tujuan dari penelitian ini yaitu menguji sebuah model empiris untuk membuktikan apakah market orientation dan entrepreneurial orientation berpengaruh terhadap business performance secara langsung atau tidak langsung melalui peran mediasi marketing capability. Model penelitian diujikan pada konteks Usaha Mikro Kecil Menengah (UMKM) yang bergerak di industri kreatif. Data primer dikumpulkan melalui metode survei dengan pendistribusian kuesioner pada 295 pelaku UMKM di industri kreatif di Kalimantan Utara. Pengambilan sampel menggunakan purposive sampling dengan kriteria responden telah menjalankan usahanya selama minimal satu tahun. Data penelitian selanjutnya dianalisis menggunakan PLS-SEM dengan SmartPLS. Hasil pengujian model empiris mengkonfirmasi bahwa market orientation dan entrepreneurial orientation terbukti berpengaruh secara langsung terhadap business performance dan berpengaruh secara tidak langsung terhadap business performance melalui peran mediasi marketing capability. Market orientation dan entrepreneurial orientation juga ditemukan berpengaruh positif terhadap marketing capability. Pada konteks UMKM di industri kreatif, market orientation ditemukan memiliki pengaruh yang lebih kuat terhadap business performance dibandingkan entrepreneurial orientation, sedangkan entrepreneurial orientation ditemukan memiliki pengaruh yang lebih kuat terhadap marketing capability dibandingkan dengan market orientation. ]]>
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