Abstract
The increasing number of tourist visits to Bali makes the tendency of tourists to buy Balinese souvenirs, this will affect the sales of Balinese souvenirs which are a measure of the producers' marketing performance. The purpose of this study was to analyze the role of product innovation in mediating the effect of market orientation on marketing performance. The sample used was 100 people. Data was collected by distributing questionnaires directly and using a Likert scale. The data analysis technique used is path analysis (path analysis) and sobel test. The results of the analysis show that market orientation has a positive and significant effect on product innovation and marketing performance. Product innovation has a positive and significant effect on marketing performance. Product innovation plays a significant role in mediating the effect of market orientation on marketing performance.
 Keywords: market orientation, product innovation, marketing performance
Highlights
The increasing number of tourist visits to Bali makes the tendency of tourists to buy Balinese souvenirs, this will affect the sales of Balinese souvenirs which are a measure of the producers' marketing performance
The results of the analysis show that market orientation has a positive and significant effect on product innovation and marketing performance
Product innovation and export performance: evidence from Chinese manufacturers
Summary
Berdasarkan pada Tabel 1. dapat dilihat perkembangan peningkatan jumlah wisatawan yang berkunjung ke Bali dari tahun ke tahun. Dapat dilihat perkembangan peningkatan jumlah wisatawan yang berkunjung ke Bali dari tahun ke tahun. Adanya peningkatan jumlah wisatawan yang terjadi disetiap tahunnya yaitu pada tahun 2015–2017 menjadi peluang yang dapat dimanfaatkan para pelaku bisnis untuk mengembangkan ide bisnis yang inovatif. Berkembangnya industri pariwisata turut berpengaruh terhadap perkembangan wisata kuliner. Wisata kuliner merupakan salah satu wisata yang banyak menarik perhatian wisatawan untuk berkunjung ke suatu daerah. Melihat perkembangan pariwisata dan turut berpengaruhnya perkembangan wisata kuliner hingga sub sektor kuliner mendominasi struktur ekonomi kreatif di Bali, banyak perusahaan membuka bisnis kuliner di bidang oleh-oleh khas Bali sebagai peluang bisnis. Usaha oleh-oleh di Bali sebagai sebuah industri kuliner dan pasar makanan yang menjanjikan, hal tersebut membuat para perusahaan atau. Berikut merupakan daftar produsen makanan oleh-oleh khas Bali yang terdapat di Kota Denpasar tahun
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