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All Journal Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis International Journal of Business, Law, and Education Al-Buhuts (e-journal) Journal of Artificial Intelligence and Digital Business Jurnal Ekonomi, Manajemen Bisnis, Syariah dan Teknologi IIJSE Mandalika Journal of Community Services
Mohungo, Yolanda
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Neuroscience Social Sciences Other

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Journal : IIJSE

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PRODUCT INNOVATION MEDIATES MARKET ORIENTATION EFFECT ON CULINARY MSMES MARKETING PERFORMANCE IN TERNATE CITY Mohungo, Yolanda; Laela, Laela; Zain, Zandy Pratama
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.9791

Abstract

This study is important to answer the problems faced by culinary business owners in Ternate by examining the influence of customer orientation, competitor orientation that affects business performance and trying to trace the involvement of aesthetic innovation variables as mediating variables. The type of research used in this study is explanatory research or causal study which aims to explain the relationship and influence between observed variables through hypothesis testing. The population used in this study were all culinary MSMEs in Ternate City that had been running their business for more than 1 year. The result shows that study show the indirect effect of Market Orientation toward Marketing Perfomance with Product Inovation as mediating variable is positive and significant. Also, Market Orientation towards Product Innovation and Product Innovation towards Marketing Performance are positive and significant, while Market Orientation on Marketing is negative and insignificant. In Conclustion, culinary MSMEs in Ternate City should innovate their product in order to stimulate market orientation effects on marketing performance.
Co-Authors -, Laela Aris, Iqbal M. Astri, Nikita Astria, Nikita Ayu Pratiwi, Ayu Canu, Nona La Daniah, Refkah Dinsie, Laela Haji, Sulfi Abdul Hasan, Tity Alayda Herdiyanto, Irawan Hidayanti, E. Ida Hidayanti, Ida Himawan Sardju, Himawan Hindah Mustika Jati, Yulita Khaeril, Khaeril Laela Laela Lawone, Grasela Mutia Abd. Gani, Siti Nabiu, Syalsa Sabila ningsih, Rindiyani Widia Rukmana, Andi Rasti S. Hi. Ali, Tri Wahyuni Safri Panigoro Sardju, Himawan Sarju, Himawan Soleman, Marista Tuhulele, Nurhadija A. Zain, Zandi Pratama Zandy Pratama Zain