The Influence of Marketing Mix, Service Quality, and Business Innovation on Business Performance Mediated by Market Advantage in Café Coffee MSMEs in Greater Malang

The café coffee industry in Greater Malang is growing rapidly, creating intense competition among micro, small, and medium enterprises (MSMEs). This condition requires café owners to strengthen marketing strategies, improve service quality, and develop continuous business innovations to maintain their competitive position. This study aims to analyze the influence of the marketing mix (7P), service quality, and business innovation on business performance, with market advantage as a mediating variable. A quantitative explanatory research design will be employed, using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS Version 4. The sample consists of 205 café owners selected through proportional random sampling from a population of 422 cafés across Malang City, Malang Regency, and Batu City. Data will be collected using a Likert-scale questionnaire adapted from validated prior studies. This research is expected to contribute theoretically by developing an integrated model of marketing strategy, innovation, and performance in MSME cafés, and practically by providing insights for café owners to enhance their competitiveness in a dynamic market environment