Social Capital and Innovation as Competitive Advantage of Creative Industry in Boosting Market Share

Pande Ketut Ribek (Faculty of Economics and Business, Mahasaraswati University, Denpasar, Bali, Indonesia)
Ni Wayan Sri Suprapti (Economics and Business Faculty, Udayana University)
I. Gusti Ayu Ketut Giantari (Economics and Business Faculty, Udayana University)
I Putu Gde Sukaatmadja (Economics and Business Faculty, Udayana University)

MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN
Volume 16 Nomor 2 Tahun 2022

This study aims to determine social capital and innovation in increasing competitive advantage to achieve marketing performance in the traditional sculpture industry in Indonesia. The quantitative method with the population in this study is a sculpture entrepreneur in Gianyar and a sample of 130 entrepreneurs. The analysis technique uses SEM-PLS 3.0. The results of the study show that social capital and continuous innovation have a positive and significant effect on competitive advantage, social capital has a non-significant positive effect on marketing performance, innovation has an insignificant positive effect on marketing performance, competitive advantage has a significant positive effect on marketing performance, competitive advantage fully mediates social capital.