<![CDATA[The reseacrh goals to examine the influence of product innovation and marketing capability on the marketing performance of rattan small and medium enterprises (SMEs) in Cirebon Regency. A quantitative method with a survey method was employed, involving active rattan SME owners and managers as respondents. Primary data were collected through structured questionnaires measuring product innovation, marketing capability, marketing performance. Multiple linear regression with statistical software help was used to analyse the data. The results indicate that product innovation has a positive significant impact on marketing performance. Likewise, marketing capability also shows a positive significant influence on marketing performance. Furthermore, product innovation and marketing capability simultaneously contribute to improving marketing performance. These findings suggest that enhancing product innovation such as improving product quality, design, and variety along with strengthening marketing capabilities, including market understanding and promotional strategies, can significantly improve the competitiveness and sustainability of rattan SMEs. This study provides practical implications for SME actors and policymakers to formulate effective development strategies, particularly in fostering innovation and strengthening marketing activities to achieve better marketing performance in a competitive environment.]]>
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