The Role of Product Innovation in Mediating Entrepreneurial Orientation on Marketing Performance

Tengku Putri Lindung Bulan, Rahmi Meutia

Abstract


This study aims to analyze the effect of entrepreneurial orientation on product innovation, to analyze the effect of entrepreneurial orientation on marketing performance, to analyze the effect of product innovation on marketing performance, and analyze the role of product innovation in mediating the relationship between entrepreneurial orientation and the marketing performance of SMEs in Langsa City. The population in this study were all MSMEs in Langsa City and the sample used was 97 respondents. The sampling technique uses purposive sampling. Data analysis using Structural Equation Modeling (SEM) through Partial Least Square (PLS) approach. The results of the study indicate that entrepreneurial orientation has a positive and significant impact on MSME product innovation in Langsa City, entrepreneurial orientation has a positive and significant effect on the marketing performance of SMEs in Langsa City, product innovation has a positive and insignificant effect on the marketing performance of SMEs in Langsa City, and product innovation has not played a role in mediating the influence of entrepreneurial orientation on the marketing performance of SMEs in Langsa City.

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