The Role of the Creative Economy and the Competitive Advantage in Mediating the Effect of Entrepreneurship Orientation, Consumer Orientation, Competition Orientation and the Role of Government on the Micro Culinary Business Marketing Performance in Kupang City, Nusa Tenggara Timur Province, Indonesia

Abstract

The purpose of this study is to prove and analyze the following issues, including: (1) the influence of entrepreneurship orientation, consumer orientation, competitor orientation and the government's role on creative economy, competitive advantage and marketing performance in micro culinary enterprises in Kupang City, (2) creative economy influence on competitive advantages micro culinary business in Kupang City. (3) the influence of the creative economy and the competitive advantage on the marketing performance of micro culinary business in the city of Kupang. This research was conducted on micro-culinary businesses in the city of Kupang with a total of 150 respondents who were business owners or managers. The sampling technique is done by accidental sampling and the data analysis technique used is descriptive statistical analysis and inferential statistics. The inferential statistics applied the structural equation modelling with the Smart PLS approach. The study showed the results as following; (1) The entrepreneurial orientation had a positive and significant effect on the creative economy and competitive advantage, but showed not significant effect on the marketing performance; (2) The consumer orientation had a positive and significant effect on the creative economy and competitive advantage, but was not significant on the marketing performance; (3) the competition orientation displayed a positive and significant effect on the creative economy and competitive advantage but it indicated non-significant effect on the marketing performance; (4) The government's role presented a positive and significant effect on the creative economy and marketing performance but it proved to be not significant towards the competitive advantage; (5) The influential creative economy indicated a positive and significant effect to competitive advantage and marketing performance; and (6) The competitive advantage revealed a positive and significant effect on the marketing performance of the culinary micro-businesses.