STRENGTHENING BUSINESS PERFORMANCE BASED ON BUSINESS OPPORTUNITIES AND UNIQUE CAPABILITIES THROUGH BUSINESS STRATEGIES IN THE CREATIVE ECONOMIC INDUSTRY IN WEST JAVA DURING THE COVID-19 PANDEMIC
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Date
2021
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Widyatama University - WIBEST
Abstract
Creative industry plays an important role in economic development in Indonesia, especially
in West Java. The creative industry is also believed to have strong enough resilience in the
face of the COVID-19 pandemic. However, various strategies are needed so that the creative
economy can still grow and develop in West Java. One of the efforts that can be made to
encourage the creative industry in West Java to grow is to develop an appropriate business
strategy based on business opportunities and unique capabilities. Through improvements to
the business strategy, it is expected to be able to improve the business performance of the
creative industry. The results of the analysis using the structural equation modeling method
through partial least square path modeling found that business opportunities and unique
capabilities make a significant contribution to business strategy and have a significant
indirect impact on improving the performance of creative industries in West Java.