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p-Index From 2021 - 2026
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All Journal WIDYA MANAJEMEN
Lauw Sun Hiong
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Widya Dharma Pontianak
Economics, Econometrics & Finance Social Sciences

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Customer Orientation Enchances The Role of Product Innovation Capability in Improving Marketing Performance Nada Tharia; Lauw Sun Hiong
Widya Manajemen Vol. 8 No. 1 (2026): Widya Manajemen
Publisher : UNHI Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32795/mqbhy390

Abstract

The evolving dynamics of modern lifestyles have triggered substantial growth within the MSME sector, particularly in fashion and accessories. This phenomenon creates a promising market niche for new entrepreneurs entering the creative industry. This study primarily aims to evaluate the impact of customer orientation on marketing performance, incorporating product innovation capability as a mediating variable. The research population comprises fashion and accessory MSMEs in Pontianak City, with a sample of 153 respondents selected through purposive sampling. Data analysis was performed using Structural Equation Modeling (SEM) via AMOS version 23. The findings indicate that customer orientation has a significant effect on performance (p-value = 0.019), whereas product innovation does not significantly influence marketing performance (p-value = 0.450). Additionally, customer orientation significantly impacts product innovation (p-value = 0.001). However, product innovation fails to mediate the relationship between customer orientation and marketing performance (p-value = 0.452). Focusing on customer needs serves as the primary driver for fashion MSMEs in Pontianak, as it enhances both product development and marketing performance. Although a customer-centric focus triggers innovation, such innovation does not bridge the influence of customer orientation on marketing performance.
Co-Authors Nada Tharia