Role of innovation in mediate the effect of market orientation and technology orientation on marketing performance

Abstract

The purpose of this research is to provide practical and theoretical insights on how businesses adapt in the midst of the current pandemic by further developing their marketing performance through market orientation and technology orientation, as well as seeing the role of innovation in mediating it. This research is a quantitative study by taking a sample of 152 people, collected by distributing questionnaires containing open and closed statements and statements that have been tested for validity and reliability. The analysis technique used is the Structural Equation Model (SEM) using an analytical tool in the form of SmartPLS software. The results of this study indicate that market orientation and technology orientation have a positive and significant effect on marketing performance, and the role of innovation can partially mediate the relationship between market orientation and technology orientation on marketing performance. This research is expected to be empirical evidence for future research and be able to enrich the development of marketing management science, especially market orientation, technology orientation, innovation, and marketing performance.