DOI: https://doi.org/10.14710/dijb.8.2.2025.183-196

Analysing the performance of MSMEs from a marketing perspective

1Business Department, Institut Bisnis dan Teknologi Pelita Indonesia, Indonesia

2College of Business Administration, American University of Middle-East, Kuwait

Open Access Copyright 2025 Diponegoro International Journal of Business under http://creativecommons.org/licenses/by-sa/4.0.

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Abstract
Covid-19 exacerbates various problems previously faced by MSMEs, including a lack of market knowledge. This study aims to determine the relationship between market knowledge, marketing innovation, and marketing performance of MSMEs in the culinary sector in Pekanbaru City. The results of the analysis of 200 MSME actors in the culinary sector in Pekanbaru City using structural equation modeling techniques (SEM-PLS) show that market knowledge influences marketing innovation and marketing performance. Marketing innovation has no direct effect on marketing performance but can mediate the influence of market knowledge on marketing performance.
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Keywords: market knowledge, marketing innovation, market performance, MSME, culinary sector

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