The Role of Product Innovation in Mediating Market Orientation with Marketing Performance
- 10.2991/ebic-17.2018.96How to use a DOI?
- market orientation; product innovations; marketing performance
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.
- © 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/).
Cite this article
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 -