Abstract:
This study focuses on the influence of entrepreneurial and market orientation on the competitive advantage of creative industry MSMEs in Makassar City in the Industrial Revolution 5.0 era. The urgency of this study is based on the urgent need to understand the key factors that can increase the competitiveness of MSMEs in facing challenges and opportunities arising from technological developments and rapid market changes. The Revolution 5.0 era emphasizes integrating advanced technology with human aspects, so it is important for MSMEs to adapt and innovate to remain relevant and competitive. The main objective of this study is to identify and analyses how entrepreneurial orientation and market orientation can drive the competitive advantage of creative industry MSMEs. This study will explore the relationship between entrepreneurial orientation and innovation and flexibility of MSMEs. The influence of market orientation on the ability of MSMEs to understand and respond to customer needs and preferences. The interaction between entrepreneurial and market orientation creates effective strategies to achieve competitive advantage
