Proceedings of the 2nd International Conference of Strategic Issues on Economics, Business and, Education (ICoSIEBE 2021)

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The Impact of Product Innovation on Marketing Performance

Authors
Achmad Nauval Waliuddin1, *, Fadhil Umar1
1Department of Management, Faculty of Economics, Semarang State University, Indonesia.
*Corresponding author. Email: nauvalwaliuddin@gmail.com
Corresponding Author
Achmad Nauval Waliuddin
Available Online 17 January 2022.
DOI
10.2991/aebmr.k.220104.050How to use a DOI?
Keywords
Product Innovation; Marketing Performance; Customer Orientation; Entrepreneurial Orientation
Abstract

As the largest industry in Indonesia, small and medium enterprises play a major role in the Indonesian economy because they can stimulate economic growth and generate new opportunities for entrepreneurs. The purpose of this research was to examine the impact of customer orientation and entrepreneurship orientation on marketing performance toward product innovation. The population data in this research is the Small and Medium exhaust Industry in Districts Purbalingga. The total sample is 119 respondents. This research using a proportional random sampling. The data analysis method in this research using descriptive analysis, regression analysis, and path analysis with IBM SPSS version 20. The research result shows that customer orientation and entrepreneurship orientation had positive and significant influence on marketing performance. Additionally, product innovation is able to mediate the effect of customer orientation and entrepreneurship orientation when it comes to marketing performance. It is suggested that SMEs should provide better customer service, conduct more exhaust innovation, and maintain the quality of their products. Further research on the object should be expected to include entrepreneurial orientation references and expand the scope of the object.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2nd International Conference of Strategic Issues on Economics, Business and, Education (ICoSIEBE 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
17 January 2022
ISBN
10.2991/aebmr.k.220104.050
ISSN
2352-5428
DOI
10.2991/aebmr.k.220104.050How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Achmad Nauval Waliuddin
AU  - Fadhil Umar
PY  - 2022
DA  - 2022/01/17
TI  - The Impact of Product Innovation on Marketing Performance
BT  - Proceedings of the 2nd International Conference of Strategic Issues on Economics, Business and, Education (ICoSIEBE 2021)
PB  - Atlantis Press
SP  - 328
EP  - 335
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220104.050
DO  - 10.2991/aebmr.k.220104.050
ID  - Waliuddin2022
ER  -