Authors:

I Gede Dharmana Putra, Gede Bayu Rahanatha

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.”

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PDF:

https://jurnal.harianregional.com/manajemen/full-31260

Published

2017-07-28

How To Cite

PUTRA, I Gede Dharmana; RAHANATHA, Gede Bayu. PERAN INOVASI PRODUK MEMEDIASI ORIENTASI PASAR TERHADAP KINERJA PEMASARAN.E-Jurnal Manajemen, [S.l.], v. 6, n. 8, p. 4361 - 4390, july 2017. ISSN 2302-8912. Available at: https://jurnal.harianregional.com/manajemen/id-31260. Date accessed: 08 Jul. 2024.

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Issue

Vol 6 No 8 (2017)

Section

Articles

Creative Commons License This work is licensed under a Creative Commons Attribution 4.0 International License