Pengaruh Orientasi Pasar dan Inovasi Produk Terhadap Kinerja Perusahaan Dengan Keunggulan Bersaing Sebagai Variabel Mediasi

Abstract

This research aimed to know how marketing orientation and product innovation influence business performance and this relationship was also mediated by competitive advantage in cigarette companies. This was a casual research with survey method. Samples used were 230 respondents of smokers in Solo Raya. 300 questionnaires were distributed. The sampling method used was Nonprobability Sampling in purposive sampling technique with the criteria of respondents were giving information of correspondent for both male and female who smoke and in the age of more than 18 years old. The result showed that from five hypotheses it had, three of them were accepted and the two others were rejected. The rejected hypotheses were the relationship of market orientation and product innovation to business performance. This also showed that market orientation and product innovation would influence the business performance after they went through competitive advantage as a full mediation.