Strategic Decision Making Through Marketing Intelligence and its Impact on Sustainable Competitive Advantage in the Creative Industry In Makassar City

Objectives: This study aims to develop a deeper understanding of how marketing intelligence can improve decision-making in marketing strategies. Methods: The research method used is a qualitative method combining data analysis based on content analysis, information technology, and market research. The sampling technique uses a stratified random sampling. Results and Discussion: The results of the study indicate that sustainable competitive advantage in the creative industry in Makassar City has not yet been built with a data driven approach. The biggest challenges are limited access to information and low analytical capabilities. Based on the research results, it can be concluded that strategic decision making and the gaps identified in marketing intelligence and competitor information indicate that sustainable competitive advantage in the creative industry in Makassar City has not yet been built using a data driven approach. The biggest challenges are limited access to information and low analytical capabilities. Research Implications: These results form the basis for designing market data-based coaching and mentoring programs, for example through marketing intelligence training or application-based market information systems for creative industry players. Research Originality: This research is original because it examines the relationship between marketing intelligence and sustainable competitive advantage specifically in the local creative industry in Makassar City, an area that is geographically, socially, and economically different from large creative industry centers such as Jakarta or Bandung.