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Strengthening Marketing Performance Strategies for Culinary Msmes: the Mediating Role of Product Innovation in Market Knowledge

Year: 2024

Type: article

Abstract: This research aims to analyze the influence of Market Knowledge and Product Innovation on Marketing Performance in MSMEs in the culinary sector in Pekanbaru City. The research sample was selected using a purposive sampling method based on criteria relevant to the research objectives, with a total of 200 respondents. The analysis method used is path analysis with the help of SPSS version 21 and SmartPLS 3 software. The research results show that Market Knowledge has a significant influence on Product Innovation and Marketing Performance. However, Product Innovation does not show a significant influence on Marketing Performance. Apart from that, Market Knowledge also has a significant influence on Marketing Performance through the mediation of Product Innovation.

Source: Procuratio Jurnal Ilmiah Manajemen

DOI: 10.35145/procuratio.v12i3.4488

Authors: Bord Nandre Aprila, Sarli Rahman, Eliza Sofian Putri, Pujiono Pujiono

Institution: Institut Bisnis dan Teknologi Pelita Indonesia

Language: English

Topic: SMEs Development and Digital Marketing

Subfield: Demography

Field: Social Sciences

Domain: Social Sciences

SDGs: Decent work and economic growth, Industry, innovation and infrastructure, Zero hunger

Open Access status: diamond

OpenAlex ID: W4409852680

FWCI:

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