INOVASI PRODUK DALAM MEMEDIASI ORIENTASI PASAR TERHADAP KINERJA PASAR INDUSTRI KAIN SONGKET DI KABUPATEN JEMBRANA

Universitas Udayana

Abstrak

Market performance is the result of work and work behavior achieved by the company, to reflect how good the prospects of a company are for investors. The purpose of this study was to determine the effect of market orientation on market performance, market orientation on product innovation, the effect of product innovation on market performance, and the role of product innovation in mediating the effect of market orientation on market performance of the songket industry in Jembrana. The sample in this study was the owner of a songket cloth business in Jembrana Regency. Determination of the sample in this study using purposive sampling method. There are 36 industries used as samples in this study in accordance with the survey that has been conducted. The test was carried out using the PLS (Partial Least Square) method with the smartPLS program. The results of this study indicate that there is a positive and significant relationship between market orientation and market performance, a positive and significant relationship with market orientation and product innovation, a positive and significant relationship with product innovation and market performance. Product innovation acts as a mediating variable between the influence of market orientation and market performance.

Keywords: Market orientation, Product innovation, Market performance