Abstract
Business environment is very uncertain. To remain competitive, the RBV theory suggests that human resource is the most important resource for sustainable competitive advantage. The current global competition and the constantly changing environment requires all businesses respond accordingly. The research emphasizes on the MSMEs business sustainability models in Indonesia that integrated Green HRM, personal values, green organizational culture and competitive strategy to business sustainability. The study will empirically test the model in the MSMEs creative industries in Daerah Istimewa Yogyakarta and Central Java Province, Indonesia. The respondents of this study are the owners and managers of creative Micro Small Medium Enterprises (MSMEs) chosen by purposive sampling method. The data analysis technique is using AMOS 23. The results show that business sustainability model in creative MSMEs by considering Green HRM, personal values, green organizational culture, and competitive strategy is not yet be able to be implemented.
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