Proceedings of the International Conference on Social Science 2019 (ICSS 2019)

Market Orientation and Its Impact on Product Innovation and Marketing Performance of SMEs in Bali

Authors
Ni Wayan Sukartini, Anak Agung Ayu Mirah Kencanawati, Ni Ketut Lasmini
Corresponding Author
Ni Wayan Sukartini
Available Online November 2019.
DOI
https://doi.org/10.2991/icss-19.2019.18How to use a DOI?
Keywords
market orientation; product innovation marketing performance; SMEs
Abstract

The aims of this study was to analyze (1) the impact of market orientation on product innovation and marketing performance ; (2) analyze the impact product innovation on marketing innovation. This study was conducted with 100 owners of SMEs of wood craft in Gianyar regency; Bali; Indonesia. Data were collected using questionnaires; interviews; observations; and literature studies. The research model was built using the structural equation model and analyzed with smartPLS-3 software. The results of the analysis show that (1) there is a positive and significant impact of market orientation on product innovation and marketing performance ; (2) there is a positive and significant influence of product innovation on marketing performance. The suggestions that can be given to SMEs are: making a variety of product variations; increasing product quality and must produce in accordance with market demand.

Copyright
© 2019, 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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Volume Title
Proceedings of the International Conference on Social Science 2019 (ICSS 2019)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
November 2019
ISBN
978-94-6252-839-0
ISSN
2352-5398
DOI
https://doi.org/10.2991/icss-19.2019.18How to use a DOI?
Copyright
© 2019, 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  - Ni Wayan Sukartini
AU  - Anak Agung Ayu Mirah Kencanawati
AU  - Ni Ketut Lasmini
PY  - 2019/11
DA  - 2019/11
TI  - Market Orientation and Its Impact on Product Innovation and Marketing Performance of SMEs in Bali
BT  - Proceedings of the International Conference on Social Science 2019 (ICSS 2019)
PB  - Atlantis Press
SP  - 1120
EP  - 1123
SN  - 2352-5398
UR  - https://doi.org/10.2991/icss-19.2019.18
DO  - https://doi.org/10.2991/icss-19.2019.18
ID  - Sukartini2019/11
ER  -