The Impact of Digitalization Implementation, Entrepreneurial Orientation, and Competitive Advantage on Business Performance in Micro, Small, and Medium Enterprises (MSMEs) Culinary Sector in Makassar City

Abstract

Creative businesses have an important role in improving the economy of Makassar City, especially through the development of the creative industry. This study examines the influence of digitalization, entrepreneurial orientation, and competitive advantage on the business performance of MSMEs in Makassar City. With a quantitative approach and a sample of 71 MSME actors, the data was analyzed using multiple linear regression data analysis with the SPSS application program. The results show that these three factors significantly improve the business performance of MSMEs. These findings affirm the importance of digitalization, entrepreneurial orientation, and competitive advantage as the main strategy in facing the dynamics of competition in the digital era for MSMEs in the city of Makassar.