Analysis of MSMEs Sustainability through Competitive Business Advantage from a Service Dominant Logic Perspective

This study aims to analyze the effect of marketing innovation and market orientation on business sustainability from the Service-Dominant Logic (SDL) perspective. A quantitative approach was employed using a survey method involving souvenir businesses in Indonesia. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results show that marketing innovation and market orientation have a positive and significant effect on business competitiveness and sustainability. In addition, business competitiveness positively influences sustainability. These findings indicate that the ability to develop innovative marketing strategies and understand market needs plays an important role in maintaining business sustainability. This study contributes to the development of the Service-Dominant Logic perspective by emphasizing value creation through marketing innovation and market orientation to support sustainable business performance.