ICTIM 2025 (2)

The culinary subsector is a key driver of Indonesia’s creative economy, yet long-term sustainability of culinary MSMEs remains limited. This study examines how Marketing Capability, Innovation Capability, Resource Capability, and dual-source Reputation (personal and brand-based) influence Sustainable Competitive Advantage, using Ambidexterity Theory as the theoretical lens. A quantitative survey was conducted with 301 culinary MSME owners and managers selected via purposive sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS), following rigorous validity and reliability assessment. Findings reveal that Marketing and Innovation Capabilities, as exploitation- and exploration-oriented mechanisms, significantly enhance Reputation, which mediates the effect of internal capabilities on Sustainable Competitive Advantage. Resource Capability has both direct and indirect effects, highlighting the importance of efficiently managing tangible and intangible resources. Reputation, encompassing personal and brand-based dimensions, plays a central role in translating ambidextrous capabilities into long-term competitive outcomes. The model explains 77.3% of the variance in Reputation and 63.5% in Sustainable Competitive Advantage, indicating strong explanatory power. The study extends Ambidexterity Theory to emerging-economy SMEs and introduces a dual-source reputation framework as a key mechanism linking internal capabilities with competitive advantage. Practically, culinary entrepreneurs are encouraged to integrate innovation, marketing, and resource management while cultivating both personal and brand-based reputation. Future research should explore moderating variables such as Digital Technology Adoption or Entrepreneurial Orientation to enhance the model’s predictive accuracy

餐饮细分领域是印度尼西亚创意经济的核心驱动力，但餐饮中小微企业（Micro, Small and Medium Enterprises, MSMEs）的长期可持续性仍有待提升。本研究以双元性理论（Ambidexterity Theory）为理论视角，考察营销能力、创新能力、资源能力以及双源声誉（个人与品牌双维度）对可持续竞争优势的影响路径。研究采用立意抽样法选取301名餐饮中小微企业所有者与管理者开展定量调查，在完成严谨的效度与信度评估后，运用偏最小二乘结构方程模型（Structural Equation Modeling-Partial Least Squares, SEM-PLS）对数据进行分析。研究结果表明：作为开发导向与探索导向的作用机制，营销能力与创新能力可显著正向提升双源声誉；声誉在内部能力对可持续竞争优势的影响中发挥中介效应。资源能力同时具备直接与间接影响效应，凸显了高效统筹有形与无形资源的重要性。涵盖个人与品牌维度的双源声誉，在将双元能力转化为长期竞争成果的过程中扮演核心枢纽角色。本模型可解释77.3%的双源声誉方差与63.5%的可持续竞争优势方差，展现出较强的解释力。本研究将双元性理论拓展至新兴经济体中小微企业场景，并提出双源声誉框架作为联结内部能力与竞争优势的关键传导机制。实践层面，本研究建议餐饮创业者整合创新、营销与资源管理实践，同时同步培育个人与品牌双源声誉。未来研究可探索数字技术采纳、创业导向等调节变量，以进一步提升该模型的预测精准度。