Digital Marketing, Work Commitment, and Community Empowerment on Business Performance of Automotive MSMEs in Yogyakarta: The Mediating Role of Brand Trust

Research Aims: This study examines the effects of dynamic capabilities, entrepreneurial resourcefulness, and business networks on MSME success, with innovation as a mediating variable. Design/methodology/approach: A quantitative cross-sectional survey was conducted involving 200 MSME owners in Garut Regency, Indonesia. Data were analyzed using PLS-SEM. Research Findings: Dynamic capabilities, entrepreneurial resourcefulness, and business networks positively influence MSME success. Innovation also contributes significantly and mediates the relationships between these factors and business performance. Theoretical Contribution/Originality: This study integrates Dynamic Capability Theory, the Resource-Based View, and Schumpeterian Theory to explain MSME success. It provides empirical evidence from a regional Indonesian context, highlighting innovation as a key driver of business competitiveness and sustainability. Keywords: MSMEs Performance, Dynamic Capability, Entrepreneurial Bricolage, Entrepreneurial Networking, Innovation.