The role of innovativeness-based market orientation on marketing performance of small and medium-sized enterprises in a developing country

The aim of this study was to determine whether the innovativeness variable can mediate the influence between market orientation and marketing performance in the culinary industry in West Java Province, Indonesia. More specifically, this study analyzes the relationship among market orientation, innov...

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Main Authors: Ari Riswanto, Rasto, Heny Hendrayati, Mohamad Saparudin, Ali Zaenal Abidin, Andi Primafira Bumandafa Eka
Format: Article
Language:English
Published: Growing Science 2020-02-01
Series:Management Science Letters
Online Access:http://www.growingscience.com/msl/Vol10/msl_2020_38.pdf
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spelling doaj-4d867a32c0e14202a121aae0866032c12020-11-25T02:09:56ZengGrowing ScienceManagement Science Letters1923-93351923-93432020-02-0110910.5267/j.msl.2020.2.019The role of innovativeness-based market orientation on marketing performance of small and medium-sized enterprises in a developing countryAri RiswantoRastoHeny HendrayatiMohamad SaparudinAli Zaenal AbidinAndi Primafira Bumandafa Eka The aim of this study was to determine whether the innovativeness variable can mediate the influence between market orientation and marketing performance in the culinary industry in West Java Province, Indonesia. More specifically, this study analyzes the relationship among market orientation, innovation and marketing performance in the single mediation model by placing mediation variable of innovation. The samples involved a total of 209 culinary industries under the auspices of the agency of cooperative and SME services. By using a simple linear regression analysis with SPSS and AMOS v. 23 we understand that innovativeness had the ability to mediate the influence between market orientation and marketing performance. Likewise, market orientation has a positive influence on performance. The implication of this research is that entrepreneurs can improve their innovation capabilities to improve the SME performance. This study recommends that government policies should encourage innovation in SMEs and encourage SME managers to pay more attention and manage innovations to improve their operational performance. http://www.growingscience.com/msl/Vol10/msl_2020_38.pdf
collection DOAJ
language English
format Article
sources DOAJ
author Ari Riswanto
Rasto
Heny Hendrayati
Mohamad Saparudin
Ali Zaenal Abidin
Andi Primafira Bumandafa Eka
spellingShingle Ari Riswanto
Rasto
Heny Hendrayati
Mohamad Saparudin
Ali Zaenal Abidin
Andi Primafira Bumandafa Eka
The role of innovativeness-based market orientation on marketing performance of small and medium-sized enterprises in a developing country
Management Science Letters
author_facet Ari Riswanto
Rasto
Heny Hendrayati
Mohamad Saparudin
Ali Zaenal Abidin
Andi Primafira Bumandafa Eka
author_sort Ari Riswanto
title The role of innovativeness-based market orientation on marketing performance of small and medium-sized enterprises in a developing country
title_short The role of innovativeness-based market orientation on marketing performance of small and medium-sized enterprises in a developing country
title_full The role of innovativeness-based market orientation on marketing performance of small and medium-sized enterprises in a developing country
title_fullStr The role of innovativeness-based market orientation on marketing performance of small and medium-sized enterprises in a developing country
title_full_unstemmed The role of innovativeness-based market orientation on marketing performance of small and medium-sized enterprises in a developing country
title_sort role of innovativeness-based market orientation on marketing performance of small and medium-sized enterprises in a developing country
publisher Growing Science
series Management Science Letters
issn 1923-9335
1923-9343
publishDate 2020-02-01
description The aim of this study was to determine whether the innovativeness variable can mediate the influence between market orientation and marketing performance in the culinary industry in West Java Province, Indonesia. More specifically, this study analyzes the relationship among market orientation, innovation and marketing performance in the single mediation model by placing mediation variable of innovation. The samples involved a total of 209 culinary industries under the auspices of the agency of cooperative and SME services. By using a simple linear regression analysis with SPSS and AMOS v. 23 we understand that innovativeness had the ability to mediate the influence between market orientation and marketing performance. Likewise, market orientation has a positive influence on performance. The implication of this research is that entrepreneurs can improve their innovation capabilities to improve the SME performance. This study recommends that government policies should encourage innovation in SMEs and encourage SME managers to pay more attention and manage innovations to improve their operational performance.
url http://www.growingscience.com/msl/Vol10/msl_2020_38.pdf
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