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Purpose – Increasing environmental uncertainty continuous changes and many challenges in the world, especially ASEAN.Small Medium Enterprises (SMEs) striving to stay in the competitive environment and adapt to the rapid development of the environment. This study was conducted in order to know how the market orientation and entrepreneurship orientation, and learning organization have an effect on SMEs innovation development, so as to build a competitive advantage that successfully penetrated ASEAN Economic Community with its culinary business.

Design/methodology/approach – This research is conducted by survey method to SME entrepreneurs engaged in the culinary services industry. The sample is determined by purposive sampling of 100 SMEs culinary entrepreneurs in Depok, West Java.

Findings – There was an influence of market orientation, entrepreneurship orientation and organizational learning to innovation on SMEs culinary industry. The application of market orientation and entrepreneurship has not been optimal yet, in achieving competitive advantage, but they continue to work on organizational learning. With the seriousness then it is expected to be able to experience competing in the ASEAN market.

Research limitations/implications – This research was conducted in the region and the limited sample of SMEs culinary services industry located in Depok City, West Java alone, so that it can not be generalized its findings. The study does not cover other sectors, which also play a vital role in economic development.

Practical implications – The development of the culinary industry requires the support and cooperation between scholars, business and government, and civil society through their respective roles. Such support to achieve competitive advantage can be achieved through creativity activities that foster innovation ability.

Social implications – This study encourages SMEs to become a major driver of creative economic growth. Thus it will potentially create new economic growth, create new jobs, and reduce poverty.

Originality/value – The SMEs competitiveness was developed with market orientation and entrepreneurship through application as a learning organization throughout the course of the business.

Keywords: Market Orientation, Entrepreneurship Orientation, Innovation, Learning Organization, Competitive Advantage 

The aim of this research is to analyze the influence of brand image, product design and price perception to purchase decision of the consumers of SPECS sports shoes in Indonesia. This study used verificative method to know the influence of a variable to others. The sample of this study was determined purposively to 100 college students wear SPECS sports shoes at the Faculty of Economics and Business University of Pancasila Jakarta. The data collected through the library by maximally utilize related literarues and questionnaire speraded to the respondents. The findings reveals that the variable brand image, product design and price perception of SPECS sports shoes significantly influence consumer purchase decision. Familiarity, design and the low price of the SPECS shoes stimulated the consumer’s decision on the purchase. Product design helps consumer to get the highest benefit and satisfaction, while the money spent to pay the price of the SPECS sports shoes fits the consumer and suits the quality of the product.

Keywords— Brand image, product design and price perception and buying decision 

With the rise of green-economic awareness in recent years, Indonesian companies need to constantly seek to introduce new green-concept products to the world market to gain a larger market share in the future. Indonesian green consumers can be different compared to western consumers, and thus, many Indonesian companies need to further investigate their perceived differences in green products. A comprehensive study of the Indonesian consumers’ purchase intentions for green products needs to be explored and developed into a suitable strategy. This study assesses the variables that influence consumers’ purchase intention of green products. Structured questionnaires were administered in various locations in Indonesia. These determinants of green purchase were classified as ‘Subject Norms’, ‘Belief’, ‘Awareness’, and ‘Perceived Behaviors’. Through AMOS-SEM analysis, this study sets up a substantial relationship display for purchase intention of green products and distinguishes the main influence paths. The results revealed that ‘Subject Norms’, ‘Belief’, and ‘Perceived Behaviors’ on the ‘Purchase Intention’ of Indonesian green consumers are highly related. The information on what are the factors that influence consumers’ purchase intention serves as the information used by the green product industry to explore and develop the suitable strategy that is able to enlarge the market size.