WSEAS Transactions on Business and Economics
Print ISSN: 1109-9526, E-ISSN: 2224-2899
Volume 20, 2023
Antecedent Factor Model of Entrepreneurial Orientation in Improving Marketing Performance through Product Innovation and Value Co-Creation
Authors: ,
Abstract: This research analyzes marketing performance improvement models through product innovation and value co-creation toward food security during the covid-19 pandemic. The main problem is based on the low-performance level of MSMEs of culinary products in Banten. The SEM method uses a SmartPLS v. 3.0 application software to conduct analysis. The population is MSMEs culinary business actors in the area of Banten Province. The probability/random sampling technique will be applied with the cluster method, and the number to be analyzed is 90 respondents. The results showed that marketing orientation directly and significantly affects marketing performance. Furthermore, marketing orientation does not significantly impact marketing performance through product innovation. It significantly influences marketing performance on the alpha level of 10% through value co-creation and product innovation. Therefore, value co-creation has a crucial role in the relationship among variables in this research.
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Keywords: Entrepreneurial Orientation, Marketing Performance, Product Innovation, and Value Co-Creation, MSMEs sector
Pages: 1396-1407
DOI: 10.37394/23207.2023.20.124