Sri Harini, Dwi Gemina, Erni Yuningsih
SMEs play a role in the development of the national economy of Indonesia, but on the other side of sustainability is highly dependent on human resources-based creative and innovative human resources and market potential in the industrial revolution 4.0. The study aims to analyze and understand the effects of human creativity and innovation on the performance of SMEs sustainable by considering the target market. Research using quantitative methods with Structural Equation Modeling (SEM), analysis of data using PLS-Smart software. The data collection method and a questionnaire survey with a sample of 246 of the fashion industry. The results showed that HR competencies influence on creativity and innovation and performance of SMEs. Creativity and innovation-based SMEs are not enough human resources to compete, so it takes the analysis of the domestic and international market potential in the global era and the Asean Economic Community (AEC) to excel compete. The business continuity of the fashion industry is highly dependent on the involvement of government and other stakeholders in improving the creativity and innovation of information-based technologies, become independent and capable SMEs clean in the digital age. This model is expected to enhance the innovative SMEs role in improving the nation's competitiveness in the world market through the study of aspects of the sustainable creative economy become independent and capable SMEs clean in the digital age. This model is expected to enhance the innovative SMEs role in improving the nation's competitiveness in the world market through the study of aspects of the sustainable creative economy become independent and capable SMEs clean in the digital age. This model is expected to enhance the innovative SMEs role in improving the nation's competitiveness in the world market through the study of aspects of the sustainable creative economy.