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All Journal Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management
Palahudin
Universitas Djuanda, Bogor, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Market Orientation and Product Innovation on Marketing Performance Through Competitive Advantage as an Intervening Variable in the Snack Household Industry in Sukabumi Regency Dwi Gemina; Palahudin; Siti Juwita Nurastri Mustika
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 4 (2025): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i4.634

Abstract

This study aims to analyze the influence of market orientation, product innovation on marketing performance through competitive advantage as an intervening variable in the snack household industry in Sukabumi Regency. This research method uses a quantitative approach with primary data obtained through a questionnaire with the Likert scale. The population in this study is snack business actors in Sukabumi Regency with sampling techniques using purposiv sampling. The number of samples used in this study was 250 business actors. Data analysis was carried out using the Statistical Product and Service Solution (SPSS) method. The results of the study show that market orientation and product innovation have a positive and significant effect on marketing performance, market orientation and product innovation have a positive and significant effect on marketing performance through competitive advantage.
The Influence of Market Orientation and Product Innovation on Marketing Performance Through Competitive Advantage as an Intervening Variable in the Snack Household Industry in Sukabumi Regency Dwi Gemina; Palahudin; Siti Juwita Nurastri Mustika
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 4 (2025): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i4.634

Abstract

This study aims to analyze the influence of market orientation, product innovation on marketing performance through competitive advantage as an intervening variable in the snack household industry in Sukabumi Regency. This research method uses a quantitative approach with primary data obtained through a questionnaire with the Likert scale. The population in this study is snack business actors in Sukabumi Regency with sampling techniques using purposiv sampling. The number of samples used in this study was 250 business actors. Data analysis was carried out using the Statistical Product and Service Solution (SPSS) method. The results of the study show that market orientation and product innovation have a positive and significant effect on marketing performance, market orientation and product innovation have a positive and significant effect on marketing performance through competitive advantage.
Co-Authors Dwi Gemina Siti Juwita Nurastri Mustika