<![CDATA[This quantitative research aims to examine the impact of entrepreneurial characteristics and business innovation on the marketing performance of Ate handicraft MSMEs in Karangasem Regency, Bali, Indonesia, amidst the challenges posed by the COVID-19 pandemic. The study employs a quantitative approach, utilizing a questionnaire survey administered to 100 registered MSMEs Ate craftsmen owners in Karangasem Regency. Data analysis is conducted using descriptive statistics and Structural Equation Modeling-Partial Least Squares (SEM-PLS) methodology. The findings indicate significant direct effects of entrepreneurial characteristics and business innovation on marketing performance. However, the mediating effect of business excellence is not supported. Despite this, the tested models are accepted, albeit with modest effect sizes, suggesting the need for further investigation into the determinants of marketing performance in the context of MSMEs Ate handicrafts. This study contributes to the literature by examining the relationships between entrepreneurial characteristics, business innovation, business excellence, and marketing performance within the unique setting of Ate handicraft MSMEs during the COVID-19 pandemic. The findings offer insights that can inform policymakers, practitioners, and researchers seeking to enhance the resilience and competitiveness of MSMEs in similar cultural industries]]>
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