STRENGTHENING MARKETING PERFORMANCE STRATEGIES FOR CULINARY MSMES: THE MEDIATING ROLE OF PRODUCT INNOVATION IN MARKET KNOWLEDGE
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Abstract
This research aims to analyze the influence of Market Knowledge and Product Innovation on Marketing Performance in MSMEs in the culinary sector in Pekanbaru City. The research sample was selected using a purposive sampling method based on criteria relevant to the research objectives, with a total of 200 respondents. The analysis method used is path analysis with the help of SPSS version 21 and SmartPLS 3 software. The research results show that Market Knowledge has a significant influence on Product Innovation and Marketing Performance. However, Product Innovation does not show a significant influence on Marketing Performance. Apart from that, Market Knowledge also has a significant influence on Marketing Performance through the mediation of Product Innovation.
Penelitian ini bertujuan untuk menganalisis pengaruh Market Knowledge dan Inovasi Produk terhadap Kinerja Pemasaran pada UMKM sektor kuliner di Kota Pekanbaru. Sampel penelitian dipilih menggunakan metode purposive sampling berdasarkan kriteria yang relevan dengan tujuan penelitian, dengan jumlah total 200 responden. Metode analisis yang digunakan adalah analisis jalur (path analysis) dengan bantuan perangkat lunak SPSS versi 21 dan SmartPLS 3. Hasil penelitian menunjukkan bahwa Market Knowledge memiliki pengaruh signifikan terhadap Inovasi Produk dan Kinerja Pemasaran. Namun, Inovasi Produk tidak menunjukkan pengaruh signifikan terhadap Kinerja Pemasaran. Selain itu, Market Knowledge juga memiliki pengaruh signifikan terhadap Kinerja Pemasaran melalui mediasi Inovasi Produk.
References
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Dash, G., Kiefer, K., Paul, J. 2021. Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608-620.
Farida, N. (2016). Determinants of Marketing Performance : Innovation ,. Determinants of Marketing Performance: Innovation, Market Capabilities and Marketing Performance, 7(31).
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Indriyani, R., & Shan, J. A. (2024). The Role Of Product Innovation And Marketing Performance In Enhancing Competitive Advantage In Micro , Small , And Medium Enterprises ( MSMEs ) In The Fashion Sector. 12(3), 3229–3242.
Kotler,P.Keller,K.2014.Marketing Management.15th Edition,Prentice Hall, Saddle River.
Kotler P.,Amstrong.G.2017.Principles Of Marketing. Global Edition, 17e Edition, Pearson Education
Kwarteng, G., & Sameri, S. (2013). Market knowledge in the internationalization process of MNEs. Journal of International Business Studies, 45.
Luca, L. M. De, Atuahene-gima, K.2014. Market Knowledge Dimensions and Cross-Functional Collaboration:
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Manullang,P.D.M.,Dra.E.Hutabarat,M.2016.Manajemen Pemasaran Dalam Kompetisi Global. Indomedia Pustaka, 240.
Muddaha,G.,K,Y.K.,Sulaiman,Y.2018.Impact of Marketing knowledge management on marketing innovation: Empirical evidence from Nigerian SMEs. International Journal of Economic Research, 9(1), 1–18.
Mulyadi, M., Bustami, K., Malik, I., & Inuzula, L. (2021). the Effect of Product Innovation and Market Orientation on Sales Performance in the Home Industry Keripik in Bireuen District. E-Mabis: Jurnal Ekonomi Manajemen Dan Bisnis, 22(2), 77–90. https://doi.org/10.29103/e-mabis.v22i2.688
Muhammad, U., & Fadli, D. (2022). Identifikasi Marketing Knowledge Tenaga Pemasaran ( Marketer ) Pada Pemasaran Produk. Konferensi Nasional Penelitian Dan Pengabdian, 5, 549–568.
Octavianti, M., Koswara, I., Sari, D. Y. A.2016. Karakteristik Inovasi Kebijakan Kantong Plastik Tidak Gratis Bagi Ibu Rumah Tangga Di Kota Bandung. Jurnal Komunikasi Pemasaran,8(2),134–146.
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Pilotti,L.,Baalen,P.J.,Lorenzon,A.2011.Marketing Knowledge Management in Strategic Adoption of a CRM
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Publik, J. R., Masyarakat, P., & Masyarakat, K. (2021). Pengaruh Kinerja Organisasi Dan Pemberdayaan Masyarakat Pada Badan Usaha Milik Desa ( Bumdes ) Terhadap Kesejahteraan Masyarakat ( Studi Pada RT 02 dan RT 03 RW 04 Dusun Krajan Desa Torongrejo Kecamatan Junrejo Kota Batu ) Jurusan Administrasi Negara , Fa. 15(4), 22–29.
Rahman, F. 2018. Kuliner sebagai Identitas Keindonesiaan. Jurnal Sejarah, 2(1), 43-63.
Rahman, S. (2021). The Negative Effect of Market Orientation on SMEs ’ Marketing Performance in The Creative Economy Sector , and How Innovation Mediating it. 2(2), 327–340.
Ratnawati,A.2013.Peningkatan Kinerja Pemasaran Melalui Optimalisasi Keunggulan Bersaing.Jurnal Ekonomi dan Bisnis, 14(1), 72-89.
Rogers,E.M.2015.Evolution: Diffusion of Innovations. In International Encyclopedia of the Social and Behavioral Sciences: Second Edition.38 https://doi.org/10.1016/B978-0-08-097086-8.81064-8
Rosanti,C.2020. Faktor-Faktor yang Mempengaruhi Inovasi Produk Koperasi Jasa Keuangan Syariah Pada KJKS Se Jawa Tengah. Jurnal Ilmiah Ekonomi Islam, 6(1), 8–13. https://doi.org/10.29040/jiei.v6i1.927
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Slater,S.F.,Olson,E.M.,Sorensen,H.E.2012.Creating and exploiting market knowledge assets. Journal of Business Strategy,33(4),18–27. https://doi.org/10.1108/02756661211242672
Sudarti, K., & Dewi, P. W. P. (2023). Improving Marketing Performance and Product Innovation Capability through Digital Knowledge Sharing: A Case Study in SME`s Food Processing. The Winners, 23(2), 121–130. https://doi.org/10.21512/tw.v23i2.8060
Sugiyono,D.2015.Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D.Bandung:Alfabeta
Thomas, B. 2015. Impact of e-commerce in the popularity of differential pricing-Special Reference to Airfare. Pesquisa (ISSN-2455-0736), 73-81.
Utaminingsih,A.2016.Pengaruh Orientasi pasar, Inovasi, dan Kreativitas Strategi Pemasaran Terhadap Kinerja Pemasaran Pada UKM Kerajinan Rotan di Desa Teluk Wetan, Welahan, Jepara. Media Ekonomi Dan Manajemen, 31(2), 77–87.
Yolamalinda,S.E.,M.Si.,.2012.Pengaruh Orientasi Pasar terhadap Kinerja Ekspor Sumatera Barat. Economica: Jurnal Program Studi Pendidikan Ekonomi STKIP PGRI Sumatera Barat, 1(1), 44-56.
Afriyie,S.,Du, J.,Musah,A.A.I.2019. Innovation and marketing performance of SME in an emerging economy: the moderating effect of transformational leadership. Journal of Global Entrepreneurship Research, 9(1), 1-25
Agustina.S.Ir.2014.Manajemen Pemasaran. Malang: UB Press
Al-Dmour,H.,Asfour,F.,Al-Dmour,R.,Al-Dmour,A.2020.The effect of Marketing Knowledge Management on Market Performance Through Product Innovations. Interdisciplinary Journal of Information, Knowledge, and Management, 15, 203–225.
Al Rasyid,H.,Indah,A.T.2018.Pengaruh Inovasi Produk dan Harga Terhadap Keputusan Pembelian Sepeda Motor Yamaha di Kota Tangerang Selatan. Jurnal Ekonomi dan Manajemen, 16(1), 39-49.
Amielia, A. O., & Nugroho, S. P. (2024). Pengaruh Marketing Knowledge Management Terhadap Bisnis Performance Yang Dimediasi Oleh Produk Innovasi Dan Digital Marketing Pada Pengguna Produk Camille Beauty. Jurnal Lentera Bisnis, 13(1), 254. https://doi.org/10.34127/jrlab.v13i1.1036
American Marketing Association. 2014. About Marketing. Retrived 29 Desember 2021.
Arumsari, N. R.,Marka,M.M.2018.Bauran Promosi Sebagai Alat Untuk Meningkatkan Kinerja Pemasaran Pada UMKM Tenun Troso Jepara. Prosiding SENDI_U 2018, 978–979.
Badan Pusat Statistik (BPS) Kota Pekanbaru diakses dari https://pekanbarukota.bps.go.id diakses pada tanggal 29 November 2021 pada jam 07.56 WIB.
Charir,N.Azizah,Primyastanto,M.2017.Pengaruh Kompetensi Pengetahuan Pemasaran dan Orientasi Kewirausahaan terhadap Kapabilitas dan Kinerja Pemasaran Usaha Kecil Menengah (UKM) Perikanan di Kota Malang,Jawa Timur. Jurnal Ekonomi dan Sosial Perikanan dan Kelautan. 005(01). https://doi.org/10.21776/ub.ecsofim.2017.005.01.06
Dabrowski,D.2019.Market knowledge and new Market performance:The mediating effects of New product Innovation. Journal of Business Economics and Management,20(6),1168–1188. https://doi.org/10.3846/jbem.2019.10788
Dahbour,L.2012.The Role of Market Knowledge in Competitive Strategies Selection,for a Sample of the Jordanian Private Higher Education Institutions, Master thesis, Business Administration, Middle East University.
Dash, G., Kiefer, K., Paul, J. 2021. Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608-620.
Farida, N. (2016). Determinants of Marketing Performance : Innovation ,. Determinants of Marketing Performance: Innovation, Market Capabilities and Marketing Performance, 7(31).
Ferdinand,A.2014.Metode Penelitian Manajemen. Semarang:Seri Pustaka Kunci
Fitriani, L. K..2019. Analisis Modal Relasional, Kapabilitas Inovasi Produk dan Daya Tarik Produk Pengaruhnya Terhadap Kinerja Pemasaran Industri Kreatif di Wilayah Tiga Cirebon. Syntax Literate; Jurnal Ilmiah Indonesia, 4(10), 61-67.
Foumani,S.A.,Chirani,E.2012.Market Knowledge Management in Business Organizations. Nigerian Chapter of Arabian Journal of Business and Management Review, 1(1), 44–49. https://doi.org/10.12816/0003608
Hartini,S.2012.Peran Inovasi: Pengembangan Kualitas Produk dan Kinerja Bisnis. Jurnal Manajemen Dan Kewirausahaan, 14(1), 82–88. https://doi.org/10.9744/jmk.14.1.83-90
Hendar, Sudarti, K., M, I. 2020. Relational Selling Strategy on SMEs Marketing Performance:Role of Market Knowledge and Brand Management Capabilities In Advances in Intelligent Systems and Computing.Springer International Publishing. https://doi.org/10.1007/978-3-030-22354-0_86
Indriyani, R., & Shan, J. A. (2024). The Role Of Product Innovation And Marketing Performance In Enhancing Competitive Advantage In Micro , Small , And Medium Enterprises ( MSMEs ) In The Fashion Sector. 12(3), 3229–3242.
Kotler,P.Keller,K.2014.Marketing Management.15th Edition,Prentice Hall, Saddle River.
Kotler P.,Amstrong.G.2017.Principles Of Marketing. Global Edition, 17e Edition, Pearson Education
Kwarteng, G., & Sameri, S. (2013). Market knowledge in the internationalization process of MNEs. Journal of International Business Studies, 45.
Luca, L. M. De, Atuahene-gima, K.2014. Market Knowledge Dimensions and Cross-Functional Collaboration:
Examining the Different Routes to Product Innovation Performance. Journal of Marketing, 71(January), 95–112.37
Manullang,P.D.M.,Dra.E.Hutabarat,M.2016.Manajemen Pemasaran Dalam Kompetisi Global. Indomedia Pustaka, 240.
Muddaha,G.,K,Y.K.,Sulaiman,Y.2018.Impact of Marketing knowledge management on marketing innovation: Empirical evidence from Nigerian SMEs. International Journal of Economic Research, 9(1), 1–18.
Mulyadi, M., Bustami, K., Malik, I., & Inuzula, L. (2021). the Effect of Product Innovation and Market Orientation on Sales Performance in the Home Industry Keripik in Bireuen District. E-Mabis: Jurnal Ekonomi Manajemen Dan Bisnis, 22(2), 77–90. https://doi.org/10.29103/e-mabis.v22i2.688
Muhammad, U., & Fadli, D. (2022). Identifikasi Marketing Knowledge Tenaga Pemasaran ( Marketer ) Pada Pemasaran Produk. Konferensi Nasional Penelitian Dan Pengabdian, 5, 549–568.
Octavianti, M., Koswara, I., Sari, D. Y. A.2016. Karakteristik Inovasi Kebijakan Kantong Plastik Tidak Gratis Bagi Ibu Rumah Tangga Di Kota Bandung. Jurnal Komunikasi Pemasaran,8(2),134–146.
Ogi, I.,Massie,J.,Lapian,A.2016.Pengaruh Orientasi Pasar Dan Inovasi Produk Terhadap Kinerja Pemasaran Pada PT. BPR Prisma Dana Amurang. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 4(1), 1330–1339. https://doi.org/10.35794/emba.v4i1.12343
Oktaviani.J. (2018). Membangun Kinerja Pemasaran Melalui Marketing Knowledge Competence dan Marketing Networking.Penelitian Ilmu Manajemen dan Bisnis. 51(1), 51.
Pilotti,L.,Baalen,P.J.,Lorenzon,A.2011.Marketing Knowledge Management in Strategic Adoption of a CRM
Solutions: Global Supports and Applications in Europe.SSRN Electronic Journal,21501(21522).
Publik, J. R., Masyarakat, P., & Masyarakat, K. (2021). Pengaruh Kinerja Organisasi Dan Pemberdayaan Masyarakat Pada Badan Usaha Milik Desa ( Bumdes ) Terhadap Kesejahteraan Masyarakat ( Studi Pada RT 02 dan RT 03 RW 04 Dusun Krajan Desa Torongrejo Kecamatan Junrejo Kota Batu ) Jurusan Administrasi Negara , Fa. 15(4), 22–29.
Rahman, F. 2018. Kuliner sebagai Identitas Keindonesiaan. Jurnal Sejarah, 2(1), 43-63.
Rahman, S. (2021). The Negative Effect of Market Orientation on SMEs ’ Marketing Performance in The Creative Economy Sector , and How Innovation Mediating it. 2(2), 327–340.
Ratnawati,A.2013.Peningkatan Kinerja Pemasaran Melalui Optimalisasi Keunggulan Bersaing.Jurnal Ekonomi dan Bisnis, 14(1), 72-89.
Rogers,E.M.2015.Evolution: Diffusion of Innovations. In International Encyclopedia of the Social and Behavioral Sciences: Second Edition.38 https://doi.org/10.1016/B978-0-08-097086-8.81064-8
Rosanti,C.2020. Faktor-Faktor yang Mempengaruhi Inovasi Produk Koperasi Jasa Keuangan Syariah Pada KJKS Se Jawa Tengah. Jurnal Ilmiah Ekonomi Islam, 6(1), 8–13. https://doi.org/10.29040/jiei.v6i1.927
Sembungan,M.D.2019.Analisis Pengaruh Inovasi Produk,Orientasi Pasar,Keunggulan Bersaing Terhadap Kinerja Pemasaran Di Sentra Industri Mebel Desa Sembungan. Jurnal Ilmiah Edunomika.03(02), 501–510.
Slater,S.F.,Olson,E.M.,Sorensen,H.E.2012.Creating and exploiting market knowledge assets. Journal of Business Strategy,33(4),18–27. https://doi.org/10.1108/02756661211242672
Sudarti, K., & Dewi, P. W. P. (2023). Improving Marketing Performance and Product Innovation Capability through Digital Knowledge Sharing: A Case Study in SME`s Food Processing. The Winners, 23(2), 121–130. https://doi.org/10.21512/tw.v23i2.8060
Sugiyono,D.2015.Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D.Bandung:Alfabeta
Thomas, B. 2015. Impact of e-commerce in the popularity of differential pricing-Special Reference to Airfare. Pesquisa (ISSN-2455-0736), 73-81.
Utaminingsih,A.2016.Pengaruh Orientasi pasar, Inovasi, dan Kreativitas Strategi Pemasaran Terhadap Kinerja Pemasaran Pada UKM Kerajinan Rotan di Desa Teluk Wetan, Welahan, Jepara. Media Ekonomi Dan Manajemen, 31(2), 77–87.
Yolamalinda,S.E.,M.Si.,.2012.Pengaruh Orientasi Pasar terhadap Kinerja Ekspor Sumatera Barat. Economica: Jurnal Program Studi Pendidikan Ekonomi STKIP PGRI Sumatera Barat, 1(1), 44-56.
Published
2024-09-30
How to Cite
APRILA, Bord Nandre et al.
STRENGTHENING MARKETING PERFORMANCE STRATEGIES FOR CULINARY MSMES: THE MEDIATING ROLE OF PRODUCT INNOVATION IN MARKET KNOWLEDGE.
Procuratio : Jurnal Ilmiah Manajemen, [S.l.], v. 12, n. 3, p. 294-306, sep. 2024.
ISSN 2580-3743.
Available at: <https://ejournal.pelitaindonesia.ac.id/ojs32/index.php/PROCURATIO/article/view/4488>. Date accessed: 19 apr. 2025.
doi: https://doi.org/10.35145/procuratio.v12i3.4488.
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Articles
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