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All Journal JURNAL PASTI (PENELITIAN DAN APLIKASI SISTEM DAN TEKNIK INDUSTRI) Jurnal Teknik Industri : Jurnal Hasil Penelitian dan Karya Ilmiah dalam Bidang Teknik Industri INTECOMS: Journal of Information Technology and Computer Science JIKA: Jurnal Ilmu Keuangan dan Perbankan Jurnal Lebesgue : Jurnal Ilmiah Pendidikan Matematika, Matematika dan Statistika INVEST : Jurnal Inovasi Bisnis dan Akuntansi Journal of Applied Sciences, Management and Engineering Technology (JASMET) Jurnal Pajak dan Bisnis (Journal of Tax and Business) Journal Research of Social Science, Economics, and Management
Iriani, Yani
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Materials Science & Nanotechnology Mathematics Transportation

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Product Innovation, Partnerships, Market Orientation, and Footwear SME Performance: The Mediating Role of Marketing Strategy Kaniawati, Keni; Hermina, Nurul; Iriani, Yani
INVEST : Jurnal Inovasi Bisnis dan Akuntansi Vol. 7 No. 1 (2026): INVEST : Jurnal Inovasi Bisnis dan Akuntansi
Publisher : Lembaga Riset dan Inovasi Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/invest.v7i1.2059

Abstract

Small and Medium Enterprises (SMEs) in the footwear sector face increasing competitive pressure from imported products, rapidly changing fashion trends, shifting consumer preferences, and the growth of digital purchasing behavior. These challenges require footwear SMEs not only to innovate and build partnerships, but also to translate market knowledge and internal capabilities into effective marketing strategies. This study examines the mediating role of marketing strategy in the relationship between product innovation, business partnerships, market orientation, and marketing performance. A quantitative explanatory approach with a cross-sectional design was employed. Data were collected from 310 footwear SME owners or managers in the Greater Bandung area using proportional random sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that product innovation (β = 0.312), business partnerships (β = 0.281), and market orientation (β = 0.410) have significant positive effects on marketing strategy, with market orientation emerging as the strongest predictor. Marketing strategy also has a significant positive effect on marketing performance (β = 0.550) and significantly mediates the relationships between the three antecedents and marketing performance. This study contributes to SME marketing literature by demonstrating that marketing strategy functions as an implementation mechanism that converts innovation, collaboration, and market intelligence into performance outcomes in a trend-sensitive footwear industry. Practically, the findings suggest that footwear SMEs should prioritize market intelligence, align product innovation with fashion trends and customer value, and develop partnerships that strengthen distribution, digital promotion, and market access. These elements should be integrated into consistent segmentation, positioning, and offline–digital channel strategies to improve marketing performance.  
Co-Authors Angga Kurniawan ARIEF RAHMANA, ARIEF Baihaqi, Tizar Darmawan, Abdul Ghany Dwi Priyanto Elsen, Rickard Esa Fauzi Gusni, Gusni Hidayatullah, Jihad Akbar Ihsan, Yogi Nur Irawan, Edbert Wijaya Kusumah, Wawan Wijaya Margana, Riki Ridwan Nuraeni, Yulia Nurul Hermina Paskalius, Domianus Resa Taruna Suhada Sapna, Sopyan Siddiq, Maulana Suyono, Annisa Maharani Tria Apriliana, Tria