DO CREATIVE AND INNOVATIVE LEADERSHIP AFFECT PRODUCT QUALITY? EVIDENCE FROM CULINARY MSMEs

The creative economy actors in Bandung City are dominated by culinary MSMEs. To survive a competitive environment, MSMEs owners need to have creativity and innovation create quality products. Several researchers found that leadership is an important factor business development. Applying innovative style considered suitable for the because it can encourage behavior workplace, improve product quality, meet customer expectations. This research aims determine how affects (food, beverages, services). also examines direct impact of each aspect on quality. population this refers City. sampling technique used convenience method. sample study was 102 respondents who were employees various Multiple linear regression analyses test proposed hypotheses. According findings data analysis, has positive dimension "inspiring innovation" been shown positively significantly affect Based analysis results, influences 41.4% provides valuable recommendations owners, especially City, support efforts their products so they compete environment.