The Effect of Market Orientation and the Quality of the Product on Marketing Performance with Innovation as Mediating Variable
1Deny Setiawan, 2Hidup Marsudi
1,2STIE Atma Bhakti Surakarta
https://doi.org/10.47191/jefms/v8-i5-06ABSTRACT:
This study aims to explore how product quality influences marketing performance, with product innovation acting as a mediating factor. The guitar makers in Serenan Sukoharjo made up the population and sample for this study, and there were 90 responders in all. A questionnaire is used in the data collection process. The data analysis approach uses PLS, a structural alignment type (SEM) method based on variation aspects. From the lesson, innovation is contributed from market orientation. Innovation is optimally contributed from quality goods. The distribution element component contributes dominantly to sales performance. Sales performance is contributed from market orientation. The quality of goods contributes dominantly to sales success. Marketing performance is greatly impacted by the innovation variable's outcomes. Market orientation and marketing success can be positively and strongly mediated by innovation, according to the mediation results. The findings of the mediation demonstrate that innovation has the ability to significantly and favorably mediate the relationship between marketing performance and product quality.
KEYWORDS:
Market Orientation, Product Quality, Innovative Product and Marketing Performance
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