Abstract: The purpose of this study was to explain the role variable of product innovation which mediates market orientation towards the marketing performance of the endek handicraft industry in Gianyar Regency. This research was conducted at the endek handicraft industry in Gianyar Regency. The sample size in this study were as many as 41 endek handicraft businesses with purposive sampling method and using data using a questionnaire. Data analysis was performed using the Structural Equation Model (SEM) based on Partial Least Square (PLS). The results showed that 1) market orientation had a positive and significant effect on product innovation, 2) market orientation had a positive and significant effect on marketing performance, 3) product innovation positively and significantly affected marketing performance, 4) product innovation positively and significantly mediate market orientation towards marketing performance. Based on the results of research, endek handicraft industry entrepreneurs in Gianyar Regency can further develop market orientation and product innovation by conducting market research and trying to understand customer needs in order to improve marketing performance.
Keywords: market orientation, product innovation and marketing performance.
Title: The Role of Product Innovation Mediates Effect Market Orientation on Marketing Performance
Author: Ni Komang Trisna Darma Putri, I Gusti Ngurah Jaya Agung Widagda K
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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