This study examines the effects of business creativity on product and process innovation. Besides, this study also examines the influence of product and process innovation toward marketing performance. The sample of this research is 130 respondents. The analysis used in this research is SEM-PLS. The data are processed using WarlPLS version 6. The results of this study include: (1) business creativity has a positive and significant influence toward the process innovation and product innovation; (2) business creativity has a positive and significant impact on the marketing performance; (3) product innovation has no positive and significant effect on the marketing performance; and (4) process innovation has a positive and significant influence toward the marketing performance. This study also provides managerial implications.
