The Influence of Creativity And Innovation in Encouraging Business Success at Car Free Day Jambi City with Moderation of Business Motivation

Abstract

This study aims to analyze the influence of creativity on business success in car free day in Jambi City. To analyze the influence of innovation on business success in car free day Jambi City. To analyze the influence of business motivation on business success on car free day in Jambi City. To analyze business motivation to moderate the influence of creativity on business success on car free day in Jambi City. To analyze business motivation to moderate the influence of innovation on business success on car free day in Jambi City. The research method uses primary data types, with quantitative descriptive analysis. The number of research objects is MSMEs at Car Free Day Jambi City with a population of 495 MSME business behaviors, sample extraction techniques with a proportion of 96 respondents. The analysis tool uses the SEM PLS method. The results of the study show that creativity has a significant effect on the success of the business at the Jambi City car free day. Innovation has a significant effect on the success of the business in the Jambi City car free day. Business motivation has a significant effect on the success of the business at the Jambi City car free day. Business motivation weakens the influence of creativity on business success on car free day in Jambi City. Business motivation strengthens the influence of innovation on business success on the Jambi City car free day.