Academia Open
Vol 8 (2023): June (in progress)
Business and Economics

The Effect of Market Orientation and Product Innovation on Marketing Performance Through Competitive Advantage as an Intervening Variable in MSME Bags in Sidoarjo
Pengaruh Orientasi Pasar dan Inovasi Produk Terhadap Kinerja Pemasaran Melalui Keunggulan Bersaing Sebagai Variabel Intervening Pada UMKM Tas di Sidoarjo


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  • Iin Aniyati,
  • Lilik Indayani*
Iin Aniyati
Universitas Muhammadiyah Sidoarjo, Indonesia
Lilik Indayani
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/acopen.8.2023.3888
Published June 26, 2023
Keywords
  • Market Orientation,
  • Product Innovation,
  • Marketing Performance,
  • Competitive Advantage
How to Cite
Aniyati, I., & Indayani, L. (2023). The Effect of Market Orientation and Product Innovation on Marketing Performance Through Competitive Advantage as an Intervening Variable in MSME Bags in Sidoarjo. Academia Open, 8, 10.21070/acopen.8.2023.3888. https://doi.org/10.21070/acopen.8.2023.3888

Copyright (c) 2023 Iin Aniyati, Lilik Indayani

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

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Abstract

This study aims to determine the effect of market orientation and product innovation on marketing performance through competitive advantage as an intervening variable.The sampling method used is the slovin method. The number of respondents who were sampled in this study were 251 respondents. The data used is primary data. The data analysis method used in this research is PLS.The results of this study indicate that Market Orientation Affects Competitive Advantage, Product Innovation Affects Competitive Advantage, Market Orientation Affects Marketing Performance, Product Innovation Affects Marketing Performance, Competitive Advantage Affects Marketing Performance, Market Orientation Affects Marketing Performance Through Competitive Advantage As Intervening Variables, Product Innovation Affects Marketing Performance Through Competitive Advantage As Intervening Variables.

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