New Product Launch Proficiency to Improve New Product Performance MSMEs: The Mediation Role of Collaborative Capabilities

Micro, Small, and Medium Enterprises (MSMEs) often face significant challenges in ensuring the success of new product launches, especially in highly competitive environments with limited resources. This study aims to analyze the impact of New Product Launch Proficiency (NPLP) on New Product Performance (NPP) MSMEs, mediated through Collaborative Capabilities (CC). This study uses a quantitative descriptive methodology. A total of 284 respondents were selected through a purposive sampling process via an online questionnaire from Indonesian Creative Industry MSMEs in the fashion, culinary, and handicraft sectors. The results were then analyzed using Smart PLS version 3.0. The results show that NPLP strongly influences CC and NPP of creative industry MSMEs. CC was identified as a mediator between NPLP and NPP. The main limitation of this study was its limited scope due to time constraints. This study enriches the existing literature by providing information on the correlation between NPLP, CC, and NPP of MSMEs in the Creative Industry sector.