The Role of Product Innovation in Mediating Market Orientation with Marketing Performance

DOI

10.2991/ebic-17.2018.96How to use a DOI?

Keywords

market orientation; product innovations; marketing performance

Abstract

The aim of this research is to explain the product innovation role in mediating relationship between market orientations with marketing performance to restaurant industry in Denpasar City. This research was conducted by the owners or manager of restaurant in Denpasar City by using questionnaire that was taken directly. The sample size that used is 112 respondents with purposive sampling method. The techniques of analysis data are path analysis and Sobel test. The result of research shows that market orientation and product innovation has significant and positive influence on the marketing performance. The practice implication which is gained from this research is it should be giving more pay attention to the market orientation for restaurant industry in Denpasar city so that it will implicate to the product innovation and give a good marketing performance.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Gusti Agung Ayu Widyaningsih
AU  - Ni Nyoman Kerti Yasa
AU  - I Gusti Ayu Ketut Giantari
AU  - I G A Dewi Adnyani
PY  - 2018/01
DA  - 2018/01
TI  - The Role of Product Innovation in Mediating Market Orientation with Marketing Performance
BT  - Proceedings of the 1st Economics and Business International Conference 2017 (EBIC 2017)
PB  - Atlantis Press
SP  - 603
EP  - 607
SN  - 2352-5428
UR  - https://doi.org/10.2991/ebic-17.2018.96
DO  - 10.2991/ebic-17.2018.96
ID  - Widyaningsih2018/01
ER  -