The influence of creativity, entrepreneurial orientation, and product innovation on the success of MSME business reviewed from Sharia Marketing Management (Study on MSMEs in Way Tenong Village, West Lampung)

Abstract

This study aims to analyze the extent to which creativity, entrepreneurial orientation, and product innovation affect the success of MSME businesses, with a review from the perspective of Sharia marketing management. Through this study, it is expected to obtain a more comprehensive picture of the main factors that drive the success of MSMEs based on Islamic values in marketing and business management activities. Sampling techniques using saturated sampling techniques (full population). Data collection techniques using questionnaires and data analysis using prerequisite test in the form of normality test, multicolonarity test, autocorrelation test, classical assumption test and hypothesis test in the form of f Test, T test, coefficient of determination test, heteroscedasticity test. Based on the results of the study, it can be concluded that creativity, entrepreneurial orientation, and product innovation have a positive and significant effect on the success of MSME businesses in terms of Sharia marketing management. The value of correlation coefficient (R) of 0.768 indicates a strong relationship between the three independent variables with the success of the business, while the value of R2 of 0.589 indicates that 58.9% variation in business success can be explained by the research model.