<![CDATA[This study aims to analyze the influence of Minangkabau culture on the performance of women-owned MSMEs in Pekanbaru and the mediating role of innovation. Women play a vital role in MSMEs that significantly contribute to the national economy, while Minangkabau culture is known for its matrilineal values. A quantitative method was applied using questionnaires from 100 Minangkabau women entrepreneurs. Data were analyzed using SEM-PLS. Results show that Minangkabau culture does not significantly affect innovation or MSME performance. Conversely, innovation has a positive and significant impact on performance. Innovation also does not mediate the effect of culture on performance. These findings emphasize that innovation is the key factor in improving women-owned MSME performance in urban settings, while cultural values require structural support to contribute more effectively.]]>
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