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All Journal INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER) INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
I Gst. Ayu Kt. Giantari
Udayana University
Religion Humanities Social Sciences

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THE ROLE OF PRODUCT INNOVATION IN MEDIATING THE EFFECT OF MARKET ORIENTATION ON MARKETING PERFORMANCE AMONG HAND ACCESSORY MSMES IN GIANYAR REGENCY Ngurah Kisara Rajarensa Mandala; I Gst. Ayu Kt. Giantari
INTERNATIONAL JOURNAL OF SOCIETY REVIEWS Vol. 3 No. 12 (2026): INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER)
Publisher : Adisam Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22251603

Abstract

This study aims to analyze the role of product innovation in mediating the influence of market orientation on marketing performance among hand accessories MSMEs in Gianyar Regency. The method employs a quantitative causal design with a purposive sampling technique involving 50 artisans, analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results indicate that both market orientation and product innovation positively and significantly impact marketing performance, with product innovation serving as a strong partial mediator. Theoretically, these findings strengthen the Resource-Based View (RBV) paradigm in small businesses by proving product innovation acts as a dynamic capability that forms a competitive advantage from market insights. Practically, the study concludes that understanding consumer trends will not optimally boost profit without creative product execution. MSME owners are advised to actively enhance market sensitivity and routinely refresh visual designs, model variations, and material quality to maintain profitability amidst intense competition in Gianyar's creative industry.
THE ROLE OF COMPETITIVE ADVANTAGE IN MEDIATING THE EFFECT OF PRODUCT INNOVATION ON THE MARKETING PERFORMANCE OF BALINESE TRADITIONAL ATTIRE MSMES Ari Dwarsa Dhyana Yogananda; I Gst. Ayu Kt. Giantari
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 4 No. 1 (2026): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Publisher : Adisam Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.23094099

Abstract

This study aims to analyze the effect of product innovation on marketing performance with competitive advantage as a mediating variable among traditional Balinese clothing MSMEs in Gianyar Regency. This research employs a quantitative approach with an associative design based on the Resource-Based View (RBV) perspective. The sample consists of 50 respondents selected using purposive sampling technique. Data were collected through Likert-scale questionnaires and analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The results indicate that product innovation has a positive and significant effect on marketing performance. Product innovation also has a positive and significant effect on competitive advantage. Furthermore, competitive advantage has a positive and significant effect on marketing performance and is proven to partially mediate the relationship between product innovation and marketing performance. These findings suggest that the ability of MSMEs to develop product innovation and transform it into competitive advantage is a key factor in enhancing marketing performance more effectively. Theoretical implications of this study reinforce the role of product innovation in creating competitive advantage that enhances marketing performance, while practically, MSMEs should focus on developing unique designs and motifs, improving product quality, and leveraging local cultural values to avoid price-based competition and increase market attractiveness.
Co-Authors Ari Dwarsa Dhyana Yogananda Ngurah Kisara Rajarensa Mandala