ScholarLens Back to search
2020•Management Science LettersOpen access

The role of mediation of product innovation in improving enterprises orientation of marketing performance of tofu industry

Hendri Soekotjo, Krido Eko Cahyono, Novianto Eko Nugroho, Rismawati Rismawati, I Gede Putu Kawiana

Open full text 9 citations

Abstract

This study aims to analyze the influence of entrepreneurial orientation on marketing performance mediated by product innovation for making tofu and milk in Jombang district.Data were randomly obtained from 70 respondents from small businesses using research instruments in the form of questionnaires and technically analyzed using Partial Least Square (PLS).The results showed that entrepreneurial orientation positively and significantly influenced product innovation and marketing performance in making tofu milk in Jombang, East Java, Indonesia.Furthermore, this encourages small businesses to always develop variants products, minimize risks, expand the marketing area, increase performance, and compete in the food industry's production.

Open-access reader

About this research paper

What this paper is about

This study aims to analyze the influence of entrepreneurial orientation on marketing performance mediated by product innovation for making tofu and milk in Jombang district.Data were randomly obtained from 70 respondents from small businesses using research instruments in the form of questionnaires and technically analyzed using Partial Least Square (PLS).The results showed that entrepreneurial orientation positively and significantly influenced product innovation and marketing performance in making tofu milk in Jombang, East Java, Indonesia.Furthermore, this encourages small businesses to always develop variants products, minimize risks, expand the marketing area, increase performance, and compete in the food industry's production.

Why it matters

OpenAlex reports 9 citations for this work. Citation counts describe recorded attention and do not establish research quality.

Key contribution

A contribution statement is not available in the OpenAlex record.

Method / approach

Method details are not available in the OpenAlex metadata.

Main findings

Findings are not separately available in the OpenAlex metadata.

Limitations

Limitations are not available in the OpenAlex metadata.

Applications

Application details are not available in the OpenAlex metadata.

Available abstract

This study aims to analyze the influence of entrepreneurial orientation on marketing performance mediated by product innovation for making tofu and milk in Jombang district.Data were randomly obtained from 70 respondents from small businesses using research instruments in the form of questionnaires and technically analyzed using Partial Least Square (PLS).The results showed that entrepreneurial orientation positively and significantly influenced product innovation and marketing performance in making tofu milk in Jombang, East Java, Indonesia.Furthermore, this encourages small businesses to always develop variants products, minimize risks, expand the marketing area, increase performance, and compete in the food industry's production.

Key concepts: Mediation, Business, Product (mathematics), Marketing, Orientation (vector space), Product innovation, Market orientation, Industrial organization

Related papers

Related paper 1Related paper 2Related paper 3
Back to paper searchBrowse research topicsOriginal source
The role of mediation of product innovation in improving enterprises orientation of marketing performance of tofu industry — Research Paper | ScholarLens