The Influence of Product, Price, Place and Promotion on Marketing Performance with Innovation as a Mediating Variable (Case Study on Madura Grocery Store)

Authors : Adhiskara Subandi; Aldina Shiratina

Volume/Issue : Volume 8 - 2023, Issue 3 - March

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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.


Paper Submission Last Date
30 - April - 2024

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