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

DOI

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/).

Download article (PDF)

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  - 10.2991/icss-19.2019.18
ID  - Sukartini2019/11
ER  -