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Journal : Asia-Pacific Management and Business Application

When A New Product Innovatıon Negatıvely Impacts Marketıng Performance I Gusti Agung Teja Kusuma; Gregorius Paulus Tahu; Anak Agung Dwi Widyani; Murtini Langgeng
APMBA (Asia Pacific Management and Business Application) Vol 11, No 1 (2022)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2022.011.01.3

Abstract

This study analysed the influence of market orientation and product innovation capability on product competitiveness to improve marketing performance on clay handicraft products in Bali-Indonesia during the Covid-19 pandemic. New insights were offered to the research subjects of clay craftsmen, and in previous studies this type of sample was rarely considered. We studied the relationships of all the variables involved. Empirical evidence was conveyed through a survey involving 60 SMEs as a saturated sample, using a PLS-based SEM as analysis tool. The results show that all direct relationships of variables are proven to be significantly positive, except that product innovation capability has a significant negative impact on marketing performance. The character of the clay craft industry has a uniqueness that was not previously thought of. The greater the ability to produce new innovation seems to have an unfavourable impact on sales of previous innovations. The unique characteristics of the industry disturbed by the Covid-19 situation adds to the narrowness of the market. A market expansion strategy is needed by developing the character of the product from pure artistic nature to decorative decoration into a combination with functionality. To achieve this goal, it is apparently constrained by the limited demographic characteristics and competence of SMEs to innovate. Originality/value; analysing innovation based on three characteristics, namely artistic, symbolic and functional, as an important variable in the clay industry in relation to consumer behaviour. The three proposed analysis based on the characteristics of product innovation had never been studied in previous studies
Co-Authors Agus Setiawan Antara Almaulida Yunia Putri Arif Hidayatullah Ayu Stevi Rani Cok Putra Wirasutama Daniel Manek Dewani Agustin G. Ika Ayu Arie Justina Gregorius Paulus Tahu Gusti Ayu Lusia Alviani I Dewa Made Arik Permana Putra I Gede Made Khrisna Paramitha Putra I Gusti Agung Teja Kusuma I Gusti Ayu Manuati Dewi I Gusti Ayu Manuati Dewi I Gusti Ayu Putu Kristina Putri I Gusti Ayu Sukma Dwi Gayatri I Gusti Ngurah Adi Pratama I Kadek Angga Wiguna I Kadek Iman Yudi Prasetya I Kadek Kicen Apriyana I Kadek Sastra Dwipa I Kadek Yoga Adi Antara I Made Agus Sudiatmike I Made Arya Tanu Sanjaya I Made Dwi Upariadi Sudatmaja Pande I Made Eri Yunarta I Made Erwinanda Pasek Guntur I Made Gilang I Made Mahendra Putra I Made Yudi Anggara I Negah Basma Wijaya I Nengah Arip Riski Setiawan I Nengah Basma Wijaya I Nyoman Teja Sukma Dwijendra I Putu Darma Juliana Adi Putra I Wayan Agus Permana Putra I Wayan Christyan Widnyana I Wayan Febri Cipta Ida Ayu Mas Indah Primadani Ida Ayu Oka Martini Ida Ayu Putu Widani Sugianingrat Ida Bagus Wahyu Swadiputra Iga Ratih Alamanda Mutiara Dewi Jero Mangku Gangga Wicaksana Kadek Ayu Mega Mahayani Kadek Dian Putri Anjaya Kadek Dwi Erika Lestari Kadek Heri Ariawan Ketut Setia Sapta Komang Agus Winarta Komang Bagus Dharma Putra Luh Putu Diah Inten Sagita Maria Akuilina Hen Murtini Langgeng Natalia Tailan Ni Diah Patni Pratiwi Ni Kadek Ananda Putri Anggarani Ni Kadek Ayu Citra Ni Kadek Ayu Lestya Dewi Ni Kadek Cahya Dwijayanti Ni Kadek Riski Fania Ni Ketut Buda Pramesti Pandita Ni Ketut Karwini Ni Luh Gede Putu Purnawati Ni Luh Gede Putu Purnawati Ni Luh Karang Sri Maryani Ni Luh Karang Sri Maryani Ni Luh Nela Sintiya Dewi Ni Made Dewi Suputri Asih Ni Made Sunarsih Ni Putu Ayu Sintya Saraswati Ni Putu Ayu Sintya Saraswati Ni Putu Eka Mega Swari Ni Putu Indah Anggreni Ni Putu Mitha Sri Wahyuni Ni Putu Risma Devy Ni Putu Shintya Dewi Ni Putu Tasya Risla Purnama Sari Ni Wayan Vina Purnama Dewi Pradnyanita, A.A. Sagung Intan Putu Ayu Sintya Saraswati Putu Ayu Sintya Saraswati putu purnawati Rai Agus Adi Wiratama Sarmawa, I Wayan Gde Sarmawa, I Wayan Gede Susanti Tiara Carina Tiksnayana Vipraprastha Tiksnayana Vipraprastha Tude Wahyu Wira Permana