Authors :
Adhiskara Subandi; Aldina Shiratina
Volume/Issue :
Volume 8 - 2023, Issue 3 - March
Google Scholar :
https://bit.ly/3TmGbDi
Scribd :
https://bit.ly/3JryCrE
DOI :
https://doi.org/10.5281/zenodo.7710434
Abstract :
Marketing performance is an important factor
for traders in measuring the extent to which marketing is
carried out because the results will determine the fate of
their business. So it is necessary to explore what factors can
influence it. The Madura Grocery Store is one of the
MSMEs that also requires a culinary tool as intended. This
study aims to determine the effect of the marketing mix,
namely product, price, place and promotion on innovation
and marketing performance and to determine whether
innovation is able to mediate the marketing mix on
marketing performance. Sampling was carried out by
purposive sampling technique involving 170 respondents.
Data analysis was performed using smart PLS for
Windows. The results of the study concluded that product,
price have a significant effect on innovation. Then place
and promotion have no significant effect on innovation.
The results of the research to test the fifth hypothesis prove
that the product has no impact on marketing performance.
As for price and place, they have a significant positive
effect on marketing performance, while promotion has no
effect. Innovation is able to mediate the effect of products
on marketing performance, then innovation is able to
mediate the effect of price on marketing performance.
Furthermore, innovation is not able to moderate the effect
of place on marketing performance and is unable to
moderate the effect of promotion on marketing
performance. The last solution has a significant effect on
marketing performance.
Keywords :
Influence, Marketing Mix, Innovation, Marketing Performance.
Marketing performance is an important factor
for traders in measuring the extent to which marketing is
carried out because the results will determine the fate of
their business. So it is necessary to explore what factors can
influence it. The Madura Grocery Store is one of the
MSMEs that also requires a culinary tool as intended. This
study aims to determine the effect of the marketing mix,
namely product, price, place and promotion on innovation
and marketing performance and to determine whether
innovation is able to mediate the marketing mix on
marketing performance. Sampling was carried out by
purposive sampling technique involving 170 respondents.
Data analysis was performed using smart PLS for
Windows. The results of the study concluded that product,
price have a significant effect on innovation. Then place
and promotion have no significant effect on innovation.
The results of the research to test the fifth hypothesis prove
that the product has no impact on marketing performance.
As for price and place, they have a significant positive
effect on marketing performance, while promotion has no
effect. Innovation is able to mediate the effect of products
on marketing performance, then innovation is able to
mediate the effect of price on marketing performance.
Furthermore, innovation is not able to moderate the effect
of place on marketing performance and is unable to
moderate the effect of promotion on marketing
performance. The last solution has a significant effect on
marketing performance.
Keywords :
Influence, Marketing Mix, Innovation, Marketing Performance.