Combine X- Loading F ac
3.3 RESULT OF HYPOTHESIS TESTS
Three hypothetical groups were tested simultaneously with the WarpPLS software, namely testing the effect of seven relationships without moderation, with moderation level of education and level of experience.
The seven relationships of influence actually originate from the relationship between market orientation and marketing performance, which is moderated by the variable product performance. The hypothesis is accepted if the maximum significance level is 0.05 which is marked with**.
The significance of the role of the level of education as moderation means that education acts as a reinforcement of the effect of the moderated relationship, likewise the significance of the role of experience in managing food stalls partly strengthens the influence of existing relationships.
Tabel-4 di bawah mempresentasikan semua hasil hipotesis dari ketiga kelompok pengujian tersebut.
Tabel-4: Hypothesis Tests
Without a moderating variable, apart from internal coordination, market orientation variables have a positive and significant effect on product innovation. On marketing performance, the direct effect of competition orientation was insignificant, while customer service orientation and internal coordination had a significant level of <0.05.
The level of education has been shown to have a significant role in strengthening the influence of market orientation variables on product innovation and marketing performance, except for the effect of internal coordination on product innovation. The level of experience also strengthens the influence of the variables in the market orientation dimension on product innovation and marketing performance significantly except for the relationship between customer service orientation and internal coordination on product innovation, likewise the effect of customer orientation on marketing performance, the level of experience does not play a role in strengthening the effect.
The level of education and experience has implications for improving SME marketing performance and for improving research models.
REFERENCES
Jin K Han, Namwoon Kim, Rajendra K Srivastava.(1998). Journal of Marketing. Oct 1998; 62, 4. Research Library Core pg. 30. Retrieved from Emerald.
Liem Viet Ngo and Aron O’Cass. (2012). In Search of Innovation and Customer-related Performance Superiority:
The Role of Market Orientation, Marketing Capability, and Innovation Capability Interactions. J PROD INNOV MANAG 2012;29(5): 861–877. Retrieved from Emerald.
Hamid Tohidi, Mohammad Mehdi Jabbari. (2012). Product Innovation Performance in Organization. Department of Industrial Engineering, South Tehran Branch, Islamic Azad University, Tehran, Iran. Retrieved from Emerald.
Annemien Pullen, Petra C. de Weerd-Nederhof, Aard J. Groen and Olaf A.M. Fisscher. (2012). SME Network Characteristics vs. Product Innovativeness: How to Achieve High Innovation Performance. Creativity and innovation management. Volume 21 No 2. Retrieved from Emerald.
Anahita Baregheh, Jennifer Rowley, Sally Sambrook, Dafydd Davies, (2012). Food sector SMEs and innovation types. British Food Journal, Vol. 114 Issue: 11, pp.1640-1653. Retrieved from Emerald.
Kamalesh Kumar, Giacomo Boesso, Francesco Favotto, Andrea Menini. (2012). Strategic orientation, innovation patterns and performances of SMEs and large companies. Journal of Small Business and Enterprise Development, Vol. 19 Issue: 1, pp.132-145. Retrieved from Emerald.
Anabel Fernández‐Mesa, Joaquín Alegre‐Vidal, Ricardo Chiva‐Gómez, Antonio Gutiérrez‐Gracia, (2013). Design management capability and product innovation in SMEs. Management Decision, Vol. 51 Issue: 3, pp.547- 565. Retrieved from Emerald.
Sheng-Yen Chang, Hsi-Peng Lu, Chiung-Ju Liang, (2013). A Teaching Case Study: Innovation, Product Development, and Organizational Transformation at the Sunnic Group. International Journal of Innovation Science, Vol. 5 Issue: 1, pp.45-68, Retrieved from Emerald.
Chen Yen-Chun, Li Po-Chien, Lin Ya-Hui, (2013). How inter- and intra-organisational coordination affect product development performance: the role of slack resources. Journal of Business & Industrial Marketing. Vol. 28 Issue: 2, pp.125-136. Retrieved from Emerald.
Johanna Frösén, Henrikki Tikkanen, Matti Jaakkola, Antti Vassinen, (2013). Marketing performance assessment systems and the business context. European Journal of Marketing, Vol. 47 Issue: 5/6, pp.715-737.
Retrieved from Emerald.
Deborah Goldring, (2015). Reputation orientation Improving marketing performance through corporate reputation building. Marketing Intelligence & Planning, Vol. 33 Issue: 5, pp.784-803. Retrieved from Emerald.
Jorge Francisco Lengler, Carlos M.P. Sousa, Catarina Marques, (2013) “Exploring the linear and quadratic effects of customer and competitor orientation on export performance”, International Marketing Review, Vol. 30 Issue: 5, pp.440-468, Retrieved from Emerald.
Dilani Jayawarna, Oswald Jones, Wing Lam, Sabrina Phua, (2014) “The performance of entrepreneurial ventures:
Examining the role of marketing practices”, Journal of Small Business and Enterprise Development, Vol.
21 Issue: 4, pp.565-587, Retrieved from Emerald.
Hans Lofsten, (2014) “Product innovation processes and the trade-off between product innovation performance and business performance”, European Journal of Innovation Management, Vol. 17 Issue: 1, pp.61-84.
Retrieved from Emerald.
Debadutta Kumar Panda, (2014) “Managerial networks and strategic orientation in SMEs: Experience from a transition economy”, Journal of Strategy and Management, Vol. 7 Issue: 4, pp.376-397. Retrieved from Emerald.
Juho-Petteri Huhtala, Antti Sihvonen, Johanna Frösén, Matti Jaakkola, Henrikki Tikkanen, (2014) “Market orientation, innovation capability and business performance: Insights from the global financial crisis”, Baltic Journal of Management, Vol. 9 Issue: 2, pp.134-152. Retrieved from Emerald.
Hannu Saarijärvi, Hannu Kuusela, Kari Neilimo, Elina Närvänen, (2014) “Disentangling customer orientation – executive perspective”, Business Process Management Journal, Vol. 20 Issue: 5, pp.663-677. Retrieved from Emerald.
Shubhabrata Basu, (2014) “Product market strategies and innovation types: finding the fit!”, Strategic Direction, Vol. 30 Issue: 3, pp.28-31. Retrieved from Emerald.
Aiqi Wu, Shengxiao Li, Huafeng Wang, (2014) “New ventures, product innovation and business intermediaries:
Empirical analyses of 145 new Chinese ventures”, Chinese Management Studies, Vol. 8 Issue: 2, pp.241- 257. Retrieved from Emerald.
Tun-Chih Kou, Bruce C. Y. Lee, (2015) “The influence of supply chain architecture on new product launch and performance in the high-tech industry”, Journal of Business & Industrial Marketing, Vol. 30 Issue: 5, pp.677-687. Retrieved from Emerald.
Tina Gruber-Muecke, Katharina Maria Hofer, (2015) “Market orientation, entrepreneurial orientation and performance in emerging markets”, International Journal of Emerging Markets, Vol. 10 Issue: 3, pp.560- 571, Retrieved from Emerald.
Ying Liao, Jane Barnes, (2015) “Knowledge acquisition and product innovation flexibility in SMEs”, Business Process Management Journal, Vol. 21 Issue: 6, pp.1257-1278. Retrieved from Emerald.
Mokter Hossain, Ilkka Kauranen, (2016) “Open innovation in SMEs: a systematic literature review”, Journal of Strategy and Management, Vol. 9 Issue: 1, pp.58-73. Retrieved from Emerald.
Hardeep Chahal, R.C. Dangwal, Swati Raina, (2016) “Marketing orientation, strategic orientation and their synergistic impact on business performance: A case of SMEs in emerging context (India)”, Journal of Research in Marketing and Entrepreneurship, Vol. 18 Issue: 1, pp.27-52. Retrieved from Emerald.
Mahmoud Abdulai Mahmoud, Charles Blankson, Nana Owusu-Frimpong, Sonny Nwankwo, Tran P. Trang, (2016)
“Market orientation, learning orientation and business performance: The mediating role of innovation”, International Journal of Bank Marketing, Vol. 34 Issue: 5, pp.623-64. Retrieved from Emerald.
Sanja Pekovic, Sylvie Rolland, Hubert Gatignon, (2016) “Customer orientation and organizational innovation: the case of environmental management practices”, Journal of Business & Industrial Marketing, Vol. 31 Issue:
7, pp.835-848. Retrieved from Emerald.
Anne L. Souchon, Paul Hughes, Andrew M. Farrell, Ekaterina Nemkova, João S. Oliveira, (2016) “Spontaneity and international marketing performance”, International Marketing Review, Vol. 33 Issue: 5, pp.671-690.
Retrieved from Emerald.
Alexander Newman, Daniel Prajogo, Andrew Atherton, (2016) “The influence of market orientation on
innovation strategies”, Journal of Service Theory and Practice, Vol. 26 Issue: 1, pp.72-90. Retrieved from Emerald.
Ying-Pin Yeh, (2016) “Market orientation and service innovation on customer perceived value: The case of supermarket retailers”, Management Research Review, Vol. 39 Issue: 4, pp.449-467. Retrieved from Emerald.
Agneta Sundström, Zahra Ahmadi, Akmal S. Hyder, (2016) “Market and innovation orientation typology:
proposition and illustrations”, Marketing Intelligence & Planning, Vol. 34 Issue: 3, pp.376-393. Retrieved from Emerald.
Bereket Mama Pangsit, (2017) “Entrepreneurial orientation, market orientation and performance of SMEs in the manufacturing industry: Evidence from Ethiopian enterprises”, Management Research Review, Vol. 40 Issue: 3, pp.292-309, Retrieved from Emerald.
Raquel Machado Engelman, Edi Madalena Fracasso, Serje Schmidt, Aurora Carneiro Zen, (2017) “Intellectual capital, absorptive capacity and product innovation”, Management Decision, Vol. 55 Issue: 3, pp.474-490.
Retrieved from Emerald.
Reza Salehzadeh, Javad Khazaei Pool, Reihaneh Alsadat Tabaeeian, Mojtaba Amani, Marjan Mortazavi, (2017) “The impact of internal marketing and market orientation on performance: an empirical study in restaurant industry”, Measuring Business Excellence, Vol. 21 Issue: 4, pp.273-290. Retrieved from Emerald.
Markus Chiahan Tsai, Chunhsien Wang, (2017) “Linking service innovation to firm performance: The roles of ambidextrous innovation and market orientation capability”, Chinese Management Studies, Vol. 11 Issue:
4, pp.730-750. Retrieved from Emerald.
Minna Saunila, (2017) “Understanding innovation performance measurement in SMEs”, Measuring Business Excellence, Vol. 21 Issue: 1, pp.1-16. Retrieved from Emerald.
Francesca Magno, Fabio Cassia, Attilio Bruni, (2017) “Adoption and impact of marketing performance assessment systems among travel agencies”, International Journal of Contemporary Hospitality Management, Vol. 29 Issue: 4, pp.1133-1147. Retrieved from Emerald.
Akin Kocak, Alan Carsrud, Sonyel Oflazoglu, (2017) “Market, entrepreneurial, and technology orientations:
impact on innovation and firm performance”, Management Decision, Vol. 55 Issue: 2, pp.248-270.
Retrieved from Emerald.
Jeen-Su Lim, William K. Darley, David Marion, (2017) “Market orientation, innovation commercialization capability and firm performance relationships: the moderating role of supply chain influence”, Journal of Business & Industrial Marketing, Vol. 32 Issue: 7, pp.913-924. Retrieved from Emerald.
Shampy Kamboj, Zillur Rahman, (2017) “Market orientation, marketing capabilities and sustainable innovation:
The mediating role of sustainable consumption and competitive advantage”, Management Research Review, Vol. 40 Issue: 6, pp.698-724. Retrieved from Emerald.
Mitch Beaumont, Ben Thuriaux-Alemán, Prashanth Prasad, Chandler Hatton, (2017) “Using Agile approaches for breakthrough product innovation”, Strategy & Leadership, Vol. 45 Issue: 6, pp.19-25. Retrieved from Emerald.
Narentheren Kaliappen, Haim Hilman, (2017) “Competitive strategies, market orientation types and innovation strategies: finding the strategic fit”, World Journal of Entrepreneurship, Management and Sustainable Development, Vol. 13 Issue: 3, pp.257-261. Retrieved from Emerald.
Shasha Zhao, Constantinos-Vasilios Priporas, (2017) “Information technology and marketing performance within international market-entry alliances: A review and an integrated conceptual framework”, International Marketing Review, Vol. 34 Issue: 1, pp.5-28. Retrieved from Emerald.
Jurnal Kuesioner
Liao, Jane Barnes, (2015) “Knowledge acquisition and product innovation flexibility in SMEs”, Business Process Management Journal, Vol. 21 Issue: 6, pp.1257-1278. Retrieved from Emerald.
Anabel Fernández‐Mesa, Joaquín Alegre‐Vidal, Ricardo Chiva‐Gómez, Antonio Gutiérrez‐Gracia, (2013) “Design management capability and product innovation in SMEs”, Management Decision, Vol. 51 Issue: 3, pp.547-565. Retrieved from Emerald.
Jorge Francisco Lengler, Carlos M.P. Sousa, Catarina Marques, (2013) “Exploring the linear and quadratic effects of customer and competitor orientation on export performance”, International Marketing Review, Vol. 30 Issue: 5, pp.440-468. Retrieved from Emerald.
Chen Yen-Chun, Li Po-Chien, Lin Ya-Hui, (2013) “How inter- and intra-organisational coordination affect product development performance: the role of slack resources”, Journal of Business & Industrial Marketing, Vol.
28 Issue: 2, pp.125-136. Retrieved from Emerald.
Tun-Chih Kou, Bruce C. Y. Lee, (2015) “The influence of supply chain architecture on new product launch and performance in the high-tech industry”, Journal of Business & Industrial Marketing, Vol. 30 Issue: 5, pp.677-687. Retrieved from Emerald.
Latan, H. (2012). Structural Equation Modeling: Konsep dan Aplikasi Menggunakan Program LISREL 8.80.
Bandung: Alfabeta
Aditama Sekaran, Uma. (2014). Research Methods for Business (Metodologi Penelitian Untuk Bisnis-Buku 1.
Jakarta: Salemba Empat. Sun, J., & Yuan, B.-Z. (2012). Development and Characteristic of Digital Library as
a Library Branch. IERI Procedia, 2, 12–17.
Suh, B., Han, I. (2002). Effect of trust on customer acceptance of Internet banking. https://doi.org/10.1016/j.
ieri.2012.06.044