Ni Nyoman Kerti Yasa

The Role of Product Innovation in Mediating Market Orientation with Marketing Performance

The aim of this research is to explain the product innovation role in mediating relationship between market orientations with marketing performance to restaurant industry in Denpasar City. This research was conducted by the owners or manager of restaurant in Denpasar City by using questionnaire that was taken directly. The sample size that used is 112 respondents with purposive sampling method. The techniques of analysis data are path analysis and Sobel test. The result of research shows that market orientation and product innovation has significant and positive influence on the marketing performance. The practice implication which is gained from this research is it should be giving more pay attention to the market orientation for restaurant industry in Denpasar city so that it will implicate to the product innovation and give a good marketing performance. Keywords—market orientation; product innovations; marketing performance

Peran Inovasi Produk Memediasi Orientasi Pasar Terhadap Kinerja UKM Kerajinan Endek Di Kabupaten Klungkung

Persaingan dalam bisnis membuat pengusaha dituntut untuk dapat mengerti dan memahami apa yang terjadi di pasar dan mengetahui apa yang dibutuhkan oleh konsumen. Penelitian ini bertujuan untuk menjelaskan pengaruh orientasi pasar terhadap inovasi produk pada UKM kerajinan endek, untuk menjelaskan pengaruh inovasi produk terhadap kinerja UKM, dan orientasi pasar terhadap kinerja UKM kerajinan endek, serta menjelaskan peran inovasi produk dalam memediasi hubungan orientasi pasar dengan kinerja UKM kerajinan endek di Kabupaten Klungkung. Populasi dalam penelitian ini adalah UKM kerajinan endek di Kabupaten Klungkung yang terdaftar di Dinas Perindustrian dan Perdagangan Provinsi Bali tahun 2016. Penentuan sampel menggunakan metode purposive sampling, yaitu hanya pada UKM kerajinan endek yang masih beroperasi saat sekarang, sebanyak 37 usaha sebagai unit analisis. Data dianalisis menggunakan teknik Analisis Jalur (Path Analysis). Hasil penelitian menunjukkan bahwa Orientasi Pasar berpengaruh positif dan signfikan terhadap Inovasi Produk UKM kerajinan endek di Kabupaten Klungkung. Inovasi Produk berpengaruh positif signifikan terhadap Kinerja UKM kerajinan endek, dan Orientasi Pasar juga berpengaruh positif dan signifikan terhadap Kinerja UKM kerajinan endek di Kabupaten Klungkung. Inovasi Produk secara signifikan memediasi pengaruh Orientasi Pasar terhadap Kinerja UKM kerajinan endek di Kabupaten Klungkung. Keywords: Orientasi Pasar, Inovasi Produk, Kinerja UKM

Strategic Orientation, Corporate Innovation, and Marketing Performance (A Study of Ikat Weaving Industry in Bali)

This research was conducted with the background of the phenomenon of increasingly tight competition due to the enforcement of MEA in 2015. Therefore, all businesses, including Small Micro Enterprises (SMEs) of ikat weaving industrial sector should anticipate by implementing strategic orientation, corporate innovation to achieve marketing performance. The objective of this study is to explain the effect of strategic orientation to corporate innovation and marketing performance of Ikat Weaving industry in Bali. To achieve these objectives, this study took a sample of 100 people who are owners or SME managers of Ikat Weaving industry in Bali by applying the analysis of Structural Equation Modelling (SEM). The result of this study shows that Strategic Orientation (Market Orientation, System Information Orientation, and Entrepreneurship Orientation) has positive and significant effect to corporate innovation. Strategic orientation has positive and significant effect to marketing performance. And corporate innovation have positive and significant effect to marketing performance. Implication of study contributes to SME owners/ managers of Ikat Weaving industry in Bali to continue to implement strategic orientation and corporate innovation to achieve marketing performance.