The Influence of Entrepreneurial Orientation and Market Orientation on Marketing Performance Mediated by Product Innovation (Survey on Chips SMEs in Malang City)

Mariana Goro Rabi; Yusri Abdillah; Inggang Perwangsa Nuralam

doi:10.58421/misro.v5i3.1786

DOI:

https://doi.org/10.58421/misro.v5i3.1786

Authors

Mariana Goro Rabi Brawijaya University, Malang
Yusri Abdillah Brawijaya University, Malang
Inggang Perwangsa Nuralam Brawijaya University, Malang

Keywords:

Entrepreneurial Orientation, Market Orientation, Marketing Performance., Product Innovation

Abstract

This study examines the direct influence of entrepreneurial orientation and market orientation on marketing performance, as well as their indirect influence through the mediating variable of product innovation. This research was conducted on small and medium-sized chip enterprises (SMEs) in Malang City, with an empirical focus on Kampung Sanan, the center of the chip industry. The sample consisted of 160 small and medium-sized chip enterprises (SMEs) selected using non-probability convenience sampling. This study used small and medium-sized chip enterprises as the unit of analysis, with owners or managers as respondents. Data analysis used the Partial Least Squares (PLS) approach with SmartPLS 4 software. The results indicate that entrepreneurial orientation and market orientation directly and significantly influence the marketing performance of small and medium-sized chip enterprises in Malang City. Furthermore, both entrepreneurial orientation and market orientation also significantly influence product innovation. The mediation test results indicate that product innovation significantly mediates the influence of entrepreneurial orientation on marketing performance. Other mediation tests also indicate that product innovation significantly mediates the influence of market orientation on the marketing performance of small and medium-sized chip enterprises in Malang City.

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