Proceedings of the 1st Economics and Business International Conference 2017 (EBIC 2017)

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

Authors
Gusti Agung Ayu Widyaningsih, Ni Nyoman Kerti Yasa, I Gusti Ayu Ketut Giantari, I G A Dewi Adnyani
Corresponding Author
Gusti Agung Ayu Widyaningsih
Available Online January 2018.
DOI
https://doi.org/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/).

Download article (PDF)

Volume Title
Proceedings of the 1st Economics and Business International Conference 2017 (EBIC 2017)
Series
Advances in Economics, Business and Management Research
Publication Date
January 2018
ISBN
978-94-6252-470-5
ISSN
2352-5428
DOI
https://doi.org/10.2991/ebic-17.2018.96How to use a DOI?
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/).

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  - https://doi.org/10.2991/ebic-17.2018.96
ID  - Widyaningsih2018/01
ER  -