Pembelajaran Organisasi dan Antisipasi Nilai Pelanggan terhadap Kinerja Usaha Kreatif Korea: Peran Mediasi dari InovasiLaura RebecaChandraauthorThis study aims to empirically examine the influence of organizational, customer value anticipation, and innovation on business performance among Korean cultural creative-based MSMEs in Jakarta, Bandung, and Tangerang. The sampling technique used is non-probability sampling and the sample selection technique used is purposive sampling. Data collection used a questionnaire instrument through Google Form with a sample of 216 respondents. The data analysis technique used SEM-PLS (Structural Equation Modeling - Partial Least Squares) using SmartPLS software ver. 4.1.1.4. The results of this study are 1) Organizational learning has a positive and significant effect on business performance, 2) Customer value anticipation has a positive but not significant effect on business performance, 3) Innovation has a positive but not significant effect on business performance, 4) Organizational learning has a positive and significant effect on innovation, 5) Customer Value Anticipation has a positive and significant effect on innovation, 6) Organizational learning has a positive but not significant effect on business performance through innovation, and 7) Customer value anticipation has a positive but not significant effect on business performance through innovation. This study also shows that the Resource-Based View (RBV) and Knowledge-Based View (KBV) theories are not fully applicable to MSMEs that are oriented towards creativity and popular cultural trends such as Korean-based enterprises. Keywords: Organizational Learning, Customer Value Anticipation, Innovation, Business Performance, Korean Creative MSMEsTesisPascasarjana2025Universitas Tarumanagara;PascasarjanaThesis