The Effect of Market Orientation on innovation Capacity through Entrepreneurial Orientation at Business Startup Coffee Shop in Indonesia

This study aims to resolve the research gap on the influence of market
orientation on innovation capacity, with entrepreneurial orientation in coffee
shop start-up businesses in Indonesia. The approach used in this research is
quantitative with a purposive sampling technique with 110 respondents. The
data analysis technique used is Partial Least Square (PLS), and the results of
this study indicate that market orientation has a significant effect on
innovation capacity, market orientation has a significant effect on
entrepreneurial orientation, entrepreneurial orientation has a significant
effect on innovation capacity, and market orientation has a significant effect
on innovation capacity. Innovation capacity through entrepreneurial
orientation.