The Role of Product Innovation in Mediating Market Orientation with Marketing Performance

摘要

The aim of this research is to explain the product innovation role in mediating relationship between market orientations with marketing performance to restaurant industry in Denpasar City. This research was conducted by the owners or manager of restaurant in Denpasar City by using questionnaire that was taken directly. The sample size that used is 112 respondents with purposive sampling method. The techniques of analysis data are path analysis and Sobel test. The result of research shows that market orientation and product innovation has significant and positive influence on the marketing performance. The practice implication which is gained from this research is it should be giving more pay attention to the market orientation for restaurant industry in Denpasar city so that it will implicate to the product innovation and give a good marketing performance.