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All Journal Digital Innovation : International Journal Of Management
I Komang Ramdayana
Unknown Affiliation
Decision Sciences, Operations Research & Management

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The Influence of Market Orientation, Product Innovation, and Digital Marketing on Marketing Performance: A Study on Wood Craft MSMEs in Gianyar Regency I Komang Ramdayana; Ni Nyoman Kerti Yasa
Digital Innovation : International Journal of Management Vol. 3 No. 3 (2026): July: Digital Innovation : International Journal of Management
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/digitalinnovation.v3i3.714

Abstract

Marketing performance reflects the results obtained from a company’s overall marketing activities following the implementation of various marketing strategies and initiatives. This study seeks to analyze and explain the effect of market orientation, product innovation, and digital marketing on the marketing performance of wood craft MSMEs in Gianyar Regency. The research sample was selected through a purposive sampling technique involving 65 respondents. Data collection was conducted through offline questionnaire-based surveys, and the obtained data were analyzed using multiple linear regression analysis. The findings reveal that market orientation exerts a positive and significant influence on marketing performance, indicating that stronger market orientation leads to better marketing performance among wood craft MSMEs in Gianyar Regency. In addition, product innovation was found to positively and significantly affect marketing performance, suggesting that improved innovation practices contribute to enhanced business marketing outcomes. Moreover, digital marketing also demonstrates a positive and significant impact on marketing performance, implying that more effective digital marketing implementation can further strengthen the marketing performance of wood craft MSMEs.
Co-Authors Ni Nyoman Kerti Yasa