<![CDATA[This study aims to see the effect of entrepreneurial orientation on business performance mediated by creativity at Humaii Gallery. The sample in this study were 65 visitors who came to Humaii Gallery every day. The analysis technique used is PLS. The results showed that the regression coefficient of entrepreneurial orientation is significant to business performance. Humaii Gallery. The regression coefficient of Entrepreneurial Orientation has a direct effect on Business Performance, and Creativity has a direct effect on business performance. However, the creativity of Humaii Gallery is not optimal. Utilization of digitalization Humaii gallery is not optimal. Abstrak Penelitian ini bertujuan untuk melihat pengaruh orientasi kewirausahaan terhadap kinerja bisnis yang dimediasi oleh kreativitas di Galeri Humaii. Sampel dalam penelitian ini adalah 65 pengunjung yang datang ke Galeri Humaii setiap harinya. Teknik analisis yang digunakan adalah PLS. Hasil penelitian menunjukkan bahwa koefisien regresi orientasi kewirausahaan berpengaruh signifikan terhadap kinerja usaha. Galeri Humaii. Koefisien regresi Orientasi Kewirausahaan berpengaruh langsung terhadap Kinerja Usaha, dan Kreativitas berpengaruh langsung terhadap kinerja usaha. Namun kreativitas Humaii Gallery belum maksimal. Pemanfaatan digitalisasi galeri Humaii belum optimal.]]>
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