PERAN INOVASI PRODUK MEMEDIASI ORIENTASI PASAR TERHADAP KINERJA PEMASARAN
ABSTRACT: This study aims to
explain the effect of market orientation on product innovation and marketing
performance, the effect of product innovation on marketing performance, and the
role of product innovation in mediating the influence of market orientation on
marketing performance. This research was conducted on the owner or manager of
UMKM silver handicrafts in Celuk Village, Gianyar Regency. The method used to
determine the sample is non-probability in the form of purposive sampling with
sample size of 71 respondents. The data was collected by spreading the
questionnaire directly in Celuk Village. Data analysis technique used is path
analysis and test of sobel. The results showed that market orientation has a
positive and significant effect on product innovation. Market orientation has a
positive and significant impact on marketing performance. Product innovation
has a positive and significant effect on marketing performance. Product
innovation significantly mediates the effect of market orientation on marketing
performance.
Penulis: I Gede Dharmana Putra,
Gede Bayu Rahanatha
Kode Jurnal: jpmanajemendd170169
