The Effect of Market Orientation and Product Innovation to Increase Marketing Performance Moderated by Creativity

Abstract

There are many factors that can affect marketing performance. Orientation to competitors, customers, market information, and product innovation can be one of the factors that affect a company's marketing performance. This study aims to determine the effect of market orientation and product innovation on marketing performance, and to determine the effect of creativity in moderating the effect of market orientation and product innovation on marketing performance. The population in this study is the owner/manager of culinary SMEs in the city of Mataram, amounting to 882 people. Sampling technique used was proportional stratified random sampling method with a sample of 90 respondents. The analysis used is PLS (partial least square) with the help of the smartPLS application. The results showed that market orientation had a positive but not significant effect on marketing performance, while product innovation had a positive and significant effect on marketing performance. In addition, as a moderating variable, creativity does not significantly weaken the influence of market orientation and product innovation on marketing performance.