<![CDATA[This study examines the effects of organizational ambidexterity and innovation on the marketing performance of Indonesian coffee shop MSMEs. Using survey data from 203 MSMEs and analyzed with SEM-PLS, the findings reveal that innovation has a strong and significant positive effect on marketing performance, reflected in sales growth, customer satisfaction, and market expansion. In contrast, organizational ambidexterity does not have a significant direct impact on marketing performance. This result indicates that, in resource-constrained MSMEs, ambidexterity functions primarily as a supporting capability that sustains innovation rather than as a direct driver of market outcomes. The novelty of this study lies in demonstrating that ambidexterity’s contribution to MSME performance is predominantly indirect and context-dependent, particularly in service-based MSMEs within developing economies. The findings suggest that MSMEs should prioritize innovation as a core strategy to enhance marketing performance while maintaining ambidexterity to support long-term innovation sustainability.]]>
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