Market Orientation and Its Impact on Product Innovation and Marketing Performance of SMEs in Bali
- 10.2991/icss-19.2019.18How to use a DOI?
- market orientation; product innovation marketing performance; SMEs
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.
- © 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 - 10.2991/icss-19.2019.18 ID - Sukartini2019/11 ER -