Mediation effect of acculturative aesthetic attractiveness on the relation of product innovation to increase SMEs marketing performance

Abstract

One of the weaknesses of SMEs in many previous studies is Marketing Performance. This study aims to fill the research gap between product innovation capabilities and enrich marketing performance. This study offers the concept of Acculturative Aesthetic Attractiveness to bridge the gap between Product Innovation Capabilities in improving Marketing Performance. The data is taken from the SMEs population in the South Sulawesi Province as much as 115. The analysis is carried out descriptively and inferentially using Structural Equation Modelling to test the research model consisting of 3 (three) proposed hypotheses. The results of the study show that product innovation capability has a direct effect on marketing performance, Acculturative Aesthetic Attractiveness has a direct impact on marketing performance, and Product Innovation Capability has an indirect impact on Marketing Performance through Acculturative Aesthetic Attractiveness. Aesthetic Attractiveness is a mediator in the relation of product innovation capability with marketing performance.