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Journal : Asia-Pacific Management and Business Application

When A New Product Innovatıon Negatıvely Impacts Marketıng Performance I Gusti Agung Teja Kusuma; Gregorius Paulus Tahu; Anak Agung Dwi Widyani; Murtini Langgeng
APMBA (Asia Pacific Management and Business Application) Vol 11, No 1 (2022)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2022.011.01.3

Abstract

This study analysed the influence of market orientation and product innovation capability on product competitiveness to improve marketing performance on clay handicraft products in Bali-Indonesia during the Covid-19 pandemic. New insights were offered to the research subjects of clay craftsmen, and in previous studies this type of sample was rarely considered. We studied the relationships of all the variables involved. Empirical evidence was conveyed through a survey involving 60 SMEs as a saturated sample, using a PLS-based SEM as analysis tool. The results show that all direct relationships of variables are proven to be significantly positive, except that product innovation capability has a significant negative impact on marketing performance. The character of the clay craft industry has a uniqueness that was not previously thought of. The greater the ability to produce new innovation seems to have an unfavourable impact on sales of previous innovations. The unique characteristics of the industry disturbed by the Covid-19 situation adds to the narrowness of the market. A market expansion strategy is needed by developing the character of the product from pure artistic nature to decorative decoration into a combination with functionality. To achieve this goal, it is apparently constrained by the limited demographic characteristics and competence of SMEs to innovate. Originality/value; analysing innovation based on three characteristics, namely artistic, symbolic and functional, as an important variable in the clay industry in relation to consumer behaviour. The three proposed analysis based on the characteristics of product innovation had never been studied in previous studies
When A New Product Innovatıon Negatıvely Impacts Marketıng Performance Kusuma, I Gusti Agung Teja; Tahu, Gregorius Paulus; Widyani, Anak Agung Dwi; Langgeng, Murtini
APMBA (Asia Pacific Management and Business Application) Vol. 11 No. 1 (2022)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2022.011.01.3

Abstract

This study analysed the influence of market orientation and product innovation capability on product competitiveness to improve marketing performance on clay handicraft products in Bali-Indonesia during the Covid-19 pandemic. New insights were offered to the research subjects of clay craftsmen, and in previous studies this type of sample was rarely considered. We studied the relationships of all the variables involved. Empirical evidence was conveyed through a survey involving 60 SMEs as a saturated sample, using a PLS-based SEM as analysis tool. The results show that all direct relationships of variables are proven to be significantly positive, except that product innovation capability has a significant negative impact on marketing performance. The character of the clay craft industry has a uniqueness that was not previously thought of. The greater the ability to produce new innovation seems to have an unfavourable impact on sales of previous innovations. The unique characteristics of the industry disturbed by the Covid-19 situation adds to the narrowness of the market. A market expansion strategy is needed by developing the character of the product from pure artistic nature to decorative decoration into a combination with functionality. To achieve this goal, it is apparently constrained by the limited demographic characteristics and competence of SMEs to innovate. Originality/value; analysing innovation based on three characteristics, namely artistic, symbolic and functional, as an important variable in the clay industry in relation to consumer behaviour. The three proposed analysis based on the characteristics of product innovation had never been studied in previous studies
Co-Authors Aditya, I Putu Rendi Adnyana, I Wayan Eka Anak Agung Dian Padma Dewi Anak Agung Dwi Widyani Andika, Ary Wira Anik Yuesti Antara, I Gede Surya Arimbawa, I Gusti Made Darma Putra Artana, I Nengah Yudi Asih, Ni Luh Merry Astiti, Ni Luh Sasi Daniel Manek DESAK PUTU SRI UTAMI DEWI Dewa Ayu Diah Pradnya Swari Dominicius Djoko Budi Susilo Dominicius Djoko Budi Susilo Febriyanti, Ni Putu Putri Histayanthi, Kadek Dwi HITAYANI, Cokorda Putri I Gst. Ngr Bagus Gunadi I Gst. Ngr Bagus Gunadi I Gusti Agung Teja Kusuma I Gusti Ayu Cantika Pradnyani I Gusti Ayu Imbayani I Gusti Ayu Made Ratna Pertiwi I Gusti Ngurah Bagus Gunadi I Gusti Ngurah Putu Wiratama I Kadek Oca Santika I Made Adi Gunawan I Nengah Suardhika I Ngurah Santika I Wayan Sukadana I Wayan Widnyana I Wayan Wira Darma Putra Ida Ayu Lia Maheswari Kadek Dwinata Hendrayana Kadek Pande Arta Wiguna Kintan Limiansih Komang Brian Krisna Kanugrawan Kusuma, I Gusti Agung Teja Kusuma, I Gusti Ngurah Agung Eka Teja LAKSEMINI, Kadek Dewi Indah Sri Langgeng, Murtini Made Ika Prastyadewi Mahendra, I Wayan Risman Aditia MARSELIANA YULTI INDAM Murtini Langgeng Nengah Landra Ni Kadek Astiani Ni Kadek Dwi Suciati Ni Kadek Lilis Ni Ketut Ceria Dewi Ni Ketut Sri Wulandari Ni Ketut Sri Wulandari Ni Luh Ayu Grahetha Tirta Dewi Suastra Ni Luh Gede Saputri Dewi Ni Luh Gede Saputri Dewi Ni Luh Putu Anggi Suartini Ni Made Dwi Puspitawati Ni Made Mita Putri Handayani Ni Made Ridya Ardyanti Ni Made Satya Utami Ni Nyoman Ari Novarini Ni Putu Ayu Mirah Laraswati Ni Putu Chindy Pratiwi Ni Putu Juniantari Ni Putu Juniantari Pradnyana, I Made Ardi Pratama, I Gede Wahyu Purnama, I Kadek Agus Aldi Putri, Ketut Adelya Karina Putu Agus Eka Rismawan Rahayu Condro Murti Raul Hidayat Sang Ayu Putu Mira Sanjaya, I Nyoman Arya Santos, Belmira Sagrada Ferrao Sapta Rini Widyawati Sari, Ni Putu Hana Puspita Setiadi, Hendri Suparmiati, Ni Ketut Susilo, Dominicus Djoko Budi Trisnawati, Ni Wayan Monik Winarsih Winarsih Yenny Verawati Yuniarsa, Anak Agung Anggita Cayanti Yuniparmini, Ni Kadek