PENGARUH ORIENTASI PASAR DAN PEMANFAATAN SUMBER DAYA TERHADAP KINERJA PEMASARAN MELALUI INOVASI PRODUK SEBAGAI VARIABEL MEDIASI (STUDI KASUS PADA UMKM GENTENG TANAH LIAT WIROSARI)

Abstract

This research aims to test the impact of market orientation and resource utilization on marketing performance and examine the role of product innovation as a mediator. This research is quantitative in nature using 144 respondents who are genteng tanah liat entrepreneurs in Wirosari. Data were analyzed using the PLS-SEM method using SmartPLS software, The results show that marketing performance is influenced by resource utilization, while product innovation is influenced by product orientation and resource utilization. Other result shows, product innovation also mediate the relationship between product orientation and resource utilization to marketing performanc