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THE INFLUENCE OF PRODUCT INNOVATION ON MARKET PERFORMANCE THROUGH THE MEDIATING ROLE OF INNOVATION PERFORMANCE IN UMKM COFFEE SHOPS IN BIREUN REGENCY Chalirafi; Khairawati
International Conference on Health Science, Green Economics, Educational Review and Technology Vol. 6 No. 2 (2024): 8th IHERT (2024): IHERT (2024) SECOND ISSUE: International Conference on Health
Publisher : Universitas Efarina

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ihert.v6i2.461

Abstract

performance and competitive advantage in improving marketing performance with the subject of research UMKM Coffeeshop in Bireuen Regency. The stages of the study include: data observation, determining the main problems, activity objectives, literature studies, data collection, data processing, analysis of results, and evaluation of research results. The results of the study show that product innovation has a significant positive effect on marketing performance and innovation performance. Innovation performance has a significant positive effect on marketing performance. Innovation performance has a significant positive effect in mediating product innovation on marketing performance.