<![CDATA[Purpose – This study examines the relationships between Human Capital Interaction (IHC), Endorsement Strategy (SE), and Social Media Capability (KMS) with MSME Performance (KU), while investigating Sustainable Competitive Advantage (KKB) as a resource-specific mediating mechanism and Innovation Capability (KI) as a potential boundary condition and direct capability associated with MSME Performance. Design/methodology/approach – This study employed a quantitative cross-sectional design involving MSME owners and managers in Majene Regency, Indonesia. Data were collected from 243 responses, of which 44 were excluded based on eligibility criteria, resulting in a final sample of 199 respondents. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and PLSpredict. Finding/Results – The results indicate that Endorsement Strategy (SE) and Social Media Capability (KMS) are positively associated with Sustainable Competitive Advantage (KKB). Furthermore, SE, KKB, and Innovation Capability (KI) have positive direct associations with MSME Performance (KU). The mediation analysis shows that SE and KMS have significant indirect associations with KU through KKB, whereas IHC does not demonstrate a significant indirect pathway. Innovation Capability is directly associated with KU, but its moderating effects on the relationships between IHC, SE, KMS, and KU are not supported. Originality/Value – This study contributes by demonstrating that Sustainable Competitive Advantage is not a universal mediating mechanism for all strategic resources. Instead, its role differs according to specific antecedents. The findings also highlight that Innovation Capability primarily functions as an independent capability associated with MSME Performance rather than as a moderating boundary condition in non-metropolitan MSME contexts.]]>
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