PRODUCT INNOVATION MEDIATES MARKET ORIENTATION EFFECT ON CULINARY MSMES MARKETING PERFORMANCE IN TERNATE CITY
Keywords:
Market Orientation, Product Innovation, Marketing Performance
Abstract
This study is important to answer the problems faced by culinary business owners in Ternate by examining the influence of customer orientation, competitor orientation that affects business performance and trying to trace the involvement of aesthetic innovation variables as mediating variables. The type of research used in this study is explanatory research or causal study which aims to explain the relationship and influence between observed variables through hypothesis testing. The population used in this study were all culinary MSMEs in Ternate City that had been running their business for more than 1 year. The result shows that study show the indirect effect of Market Orientation toward Marketing Perfomance with Product Inovation as mediating variable is positive and significant. Also, Market Orientation towards Product Innovation and Product Innovation towards Marketing Performance are positive and significant, while Market Orientation on Marketing is negative and insignificant. In Conclustion, culinary MSMEs in Ternate City should innovate their product in order to stimulate market orientation effects on marketing performance.
Downloads
Download data is not yet available.
References
Aaker, David. A. 2006. Strategic Market Management. 7th ed. John Willey & Son, Inc. New York.
Abu Hassim, Abu Bakar, Abdul-Talib, 2012. The Effects of Entrepreneurial Orientation on Firm Organizational Innovation and Market Orientation Towards Firm Business Performance, International Conference on Sociality and Economics Developments IPEDR Vol 10 (2011) IACSIT Press Singapore
Allsopp, B. (1984). A Modern Theory of Archite cture. Routledge & Kegan Paul, London.
Amabile, Teresa M, Regina Conti, Heather Coon, Jeffrey Lazenby & Michael Herron, 1996, "Assessing the Work Environtment for Creativity", Academy of Management Journal, p. 1154-1184.
Al Saed Rashad, Abu Saleh Mohammad (2017) Market Orientation, Product Innovation and Performance of Small Firms in Sharjah, UAE. https;//www.researchgate.net/publication/318085321
Atalaya, M., Anafarta, N. &Sarvanc, F (2013). Innovation and Firm Performance : An Empirical Evidence From Turkish Automotive Supplier Industry. Procedia-Social and Behavioral Sciences, Vol.75, 3 April 2013 , pp 226-235
Atuahene-Gima, Kwaku., Li, Haiyang., De Luca, Luigi.M (2006). The Contigent Value of Marketing Strategy Innopvativeness for Product Development Performance in Chinese New Technology Ventures, Industrial Marketing Management 35 359-372
Al-Zyadaat, M.A,. Saudi,M.A and Al-Awamreh, M.A(2012). The RelationshipBetween Innovation and Marketing Performance in Business Organiozations: An Empirical Study on Industrial Organizations in The Industrial City of King Abdullah II, International Business and Management, Vol. 5 No. 2
Baker, W.E and Sinkula, J.M, 2009, The Complementary Effect Market Orientationj and Entrepreneurial Orientation on Profitability in Small Business Management. 47 (4) P. 443-46
Damanpour, F. (1991). Organizational Innovation: A Meta-analysis of Effects of Determinants and Moderators. The Academy of Management Journal, 34(3), 555-590. doi:10.2307/256406
Darmanto, Darmanto., Running., Sri., Harsono, Mugi., Haryono, Tulus (2014) The Relationship Between Strategy Orientation and Marketing Performance : The Role of Organizational Change Capability., American International Journal of Contemporary Research, Vol. 4, No1
Day dan Wensley, R. 1988. Assessing Advantage : A Framework for Diagnosing Competitive Superiority, Journal of Marketing. 52 (April), pp. 1-20.
Dinas Pariwisata Provinsi Maluku Utara
Distanont, A., Khongmalai, O. (2018). The Role of Innovation in Creating a Competitive Adventage, Kasetsart Journal of Social Sciences, 1-7. https://doi.org/10.1016/j.kjss.2018.07.009
Frans, Verhees (2011). Market Orientation, Product Innovation and Market Performance : The Case of Small Independent Companies. https://www.researchgate.net/publication/40140463
Grawe, S.J (2009). Logistic Innovation : A Literature-Based Conceptual Framework : The International Journal of Logistic Management, 20 (3), 360-377. Hafeez , M.H., Shariff, N.M., dan Lazim, B.M.2012, Relationship Between Entrepreneurial Orientation, Firm Resources, SME Branding and Firm’s Performance : Is Innovation The Missing Link ? American Journal of Industrial and Business Management. (2) : 153-15
Han, J. K., Kim, N., & Srivastava, R. K. (1998). Market orientation and organizational Performance: Is Innovation a Missing Link? Journal of Marketing, 62(4), 30-45. doi:10.2307/1252285
Hair,A. Tatham dan Black. 2006. Multivariate Data Analysis, Sixth Edition, Prentice Hall, New Jersey
Ho & L.P Nguyen, C.N, Adhikari, R. Miles, M.P & Bonney,L. (2017) Exploring Market Orientation, Innovation and Financial Performance in Agricultural Value Chains In Emerging Economies, Jounal of Innovations & Knowledge, 33 (3),
Hughes and Morgan, 2007 Deconstructing The Relationship Between Entrepreneurial Orientation and Business Performance at the Embryonic Stage of Firm Growth, Elseiver Journal Industrial Marketing Management 36 (2007) 651–661.
Hurley, F.R dan Hult. 1998. Innovation, Market Orientation and Organization Learning : An Integration And Emphirical Examination Jounal of Marketing
Jaworski, B dan Kohli, A.Z. 1993. Market Orientation : Antecedents and Consequentes, Journal of Marketing 57, pp 53-70
Kirca, A.H. Jayachandran, S & Bearden, W.O, (2005). Market Orientation ; A Meta-Analityc Review and Assessment of Its Antecedents and Impact on Performance, Journal of Marketing Vol. 69. p. 24-42
Kotter J.P. dan Heskett S.L. 1997. corporate culture and performance, PT. Prenhallindo Simon & Schruster (Asia) Pte Ltd.
Lewalski, Z.M. (1988), Product Esthetics: An Interpretation for Designers, Design & Development Engineering Press, Carson City, NV.
Narver, J. C., & Slater, S. F. (1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54(4), 20-35.
Sakaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill- Building Approach (Seventh Edition). John Wiley & Sons Ltd.
Wiyono, G. 2011. Merancang Penelitian Bisnis dengan alat analisis SPSS and SmartPLS, Unit Penerbit dan Percetakan STIM YKPN, Yogyakarta.
Schumputer, J. 1934. The Theory of Economic Development , Cambridge , MA : Harvard University Press
Thistlewood, David. (1979). Herbert Read’s Aesthetic Theorizing 1914-1952: An Interpretation of the Philosophy of Modern Art. Art History, 2(3), 339-354.
Zhou. K.Z, Yim, C.K & Tse, D,K (2005) . The Effect of Strategy Orientations Technology and Market Based Breakthrought Innovations, Journal of Marketing Vol.69 p. 40-60
Abu Hassim, Abu Bakar, Abdul-Talib, 2012. The Effects of Entrepreneurial Orientation on Firm Organizational Innovation and Market Orientation Towards Firm Business Performance, International Conference on Sociality and Economics Developments IPEDR Vol 10 (2011) IACSIT Press Singapore
Allsopp, B. (1984). A Modern Theory of Archite cture. Routledge & Kegan Paul, London.
Amabile, Teresa M, Regina Conti, Heather Coon, Jeffrey Lazenby & Michael Herron, 1996, "Assessing the Work Environtment for Creativity", Academy of Management Journal, p. 1154-1184.
Al Saed Rashad, Abu Saleh Mohammad (2017) Market Orientation, Product Innovation and Performance of Small Firms in Sharjah, UAE. https;//www.researchgate.net/publication/318085321
Atalaya, M., Anafarta, N. &Sarvanc, F (2013). Innovation and Firm Performance : An Empirical Evidence From Turkish Automotive Supplier Industry. Procedia-Social and Behavioral Sciences, Vol.75, 3 April 2013 , pp 226-235
Atuahene-Gima, Kwaku., Li, Haiyang., De Luca, Luigi.M (2006). The Contigent Value of Marketing Strategy Innopvativeness for Product Development Performance in Chinese New Technology Ventures, Industrial Marketing Management 35 359-372
Al-Zyadaat, M.A,. Saudi,M.A and Al-Awamreh, M.A(2012). The RelationshipBetween Innovation and Marketing Performance in Business Organiozations: An Empirical Study on Industrial Organizations in The Industrial City of King Abdullah II, International Business and Management, Vol. 5 No. 2
Baker, W.E and Sinkula, J.M, 2009, The Complementary Effect Market Orientationj and Entrepreneurial Orientation on Profitability in Small Business Management. 47 (4) P. 443-46
Damanpour, F. (1991). Organizational Innovation: A Meta-analysis of Effects of Determinants and Moderators. The Academy of Management Journal, 34(3), 555-590. doi:10.2307/256406
Darmanto, Darmanto., Running., Sri., Harsono, Mugi., Haryono, Tulus (2014) The Relationship Between Strategy Orientation and Marketing Performance : The Role of Organizational Change Capability., American International Journal of Contemporary Research, Vol. 4, No1
Day dan Wensley, R. 1988. Assessing Advantage : A Framework for Diagnosing Competitive Superiority, Journal of Marketing. 52 (April), pp. 1-20.
Dinas Pariwisata Provinsi Maluku Utara
Distanont, A., Khongmalai, O. (2018). The Role of Innovation in Creating a Competitive Adventage, Kasetsart Journal of Social Sciences, 1-7. https://doi.org/10.1016/j.kjss.2018.07.009
Frans, Verhees (2011). Market Orientation, Product Innovation and Market Performance : The Case of Small Independent Companies. https://www.researchgate.net/publication/40140463
Grawe, S.J (2009). Logistic Innovation : A Literature-Based Conceptual Framework : The International Journal of Logistic Management, 20 (3), 360-377. Hafeez , M.H., Shariff, N.M., dan Lazim, B.M.2012, Relationship Between Entrepreneurial Orientation, Firm Resources, SME Branding and Firm’s Performance : Is Innovation The Missing Link ? American Journal of Industrial and Business Management. (2) : 153-15
Han, J. K., Kim, N., & Srivastava, R. K. (1998). Market orientation and organizational Performance: Is Innovation a Missing Link? Journal of Marketing, 62(4), 30-45. doi:10.2307/1252285
Hair,A. Tatham dan Black. 2006. Multivariate Data Analysis, Sixth Edition, Prentice Hall, New Jersey
Ho & L.P Nguyen, C.N, Adhikari, R. Miles, M.P & Bonney,L. (2017) Exploring Market Orientation, Innovation and Financial Performance in Agricultural Value Chains In Emerging Economies, Jounal of Innovations & Knowledge, 33 (3),
Hughes and Morgan, 2007 Deconstructing The Relationship Between Entrepreneurial Orientation and Business Performance at the Embryonic Stage of Firm Growth, Elseiver Journal Industrial Marketing Management 36 (2007) 651–661.
Hurley, F.R dan Hult. 1998. Innovation, Market Orientation and Organization Learning : An Integration And Emphirical Examination Jounal of Marketing
Jaworski, B dan Kohli, A.Z. 1993. Market Orientation : Antecedents and Consequentes, Journal of Marketing 57, pp 53-70
Kirca, A.H. Jayachandran, S & Bearden, W.O, (2005). Market Orientation ; A Meta-Analityc Review and Assessment of Its Antecedents and Impact on Performance, Journal of Marketing Vol. 69. p. 24-42
Kotter J.P. dan Heskett S.L. 1997. corporate culture and performance, PT. Prenhallindo Simon & Schruster (Asia) Pte Ltd.
Lewalski, Z.M. (1988), Product Esthetics: An Interpretation for Designers, Design & Development Engineering Press, Carson City, NV.
Narver, J. C., & Slater, S. F. (1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54(4), 20-35.
Sakaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill- Building Approach (Seventh Edition). John Wiley & Sons Ltd.
Wiyono, G. 2011. Merancang Penelitian Bisnis dengan alat analisis SPSS and SmartPLS, Unit Penerbit dan Percetakan STIM YKPN, Yogyakarta.
Schumputer, J. 1934. The Theory of Economic Development , Cambridge , MA : Harvard University Press
Thistlewood, David. (1979). Herbert Read’s Aesthetic Theorizing 1914-1952: An Interpretation of the Philosophy of Modern Art. Art History, 2(3), 339-354.
Zhou. K.Z, Yim, C.K & Tse, D,K (2005) . The Effect of Strategy Orientations Technology and Market Based Breakthrought Innovations, Journal of Marketing Vol.69 p. 40-60
Published
2026-05-04
How to Cite
Mohungo, Y., Laela, L., & Zain, Z. (2026). PRODUCT INNOVATION MEDIATES MARKET ORIENTATION EFFECT ON CULINARY MSMES MARKETING PERFORMANCE IN TERNATE CITY. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 9(2), 10857-10873. https://doi.org/10.31538/iijse.v9i2.9791
Section
Articles
Copyright (c) 2026 Yolanda Mohungo, Laela Laela, Zandy Pratama Zain
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
