PERAN INOVASI PRODUK DAN KEUNGGULAN BERSAING MEMEDIASI PENGARUH ORIENTASI PASAR TERHADAP KINERJA PEMASARAN

Study aimed to examine the effect of market orientation on product innovation, the effect of market orientation on competitive advantage, the effect of product innovation on the performance marketing, the effect of competitive advantage to marketing performance, the effect of market orientation on performance marketing, as well as the role of product innovation and competitive advantage to mediate the effect of orientation market on performance marketing. Samples are taken by 114 respondents, using purposive sampling method. The data collection is done by distributing questionnaires. Analysis technique used is the technique of SEM analysis. Based on the results of the analysis showed that the market orientation affect positively and significantly related to product innovation, market orientation affect positively and significant competitive advantage, product innovation affect positively and significantly related to performance marketing, competitive advantage influence positively and significantly related to performance marketing, orientation market a positive and significant effect on the performance of marketing and product innovation and competitive advantage in a positive and significance able to mediate the relationship between market orientation on performance marketing.