International Journal Of Science, Technology & Management (IJSTM)
Vol. 3 No. 6 (2022): November 2022

Product Innovation As A Mediation Variable Influences Market Orientation And Entrepreneurial Orientation In Increasing The Competitive Advantage Of The Msme Sector Processed By Patin Fish In Patin Village, Koto Mesjid Village, District Xiii Koto Kampa

Mashur Fadli (Business Administration Study Program, Department of Administrative Sciences, Faculty of Social and Political Sciences. Riau University, Pekanbaru, Indonesia)
Meyzi Heriyanto (Business Administration Study Program, Department of Administrative Sciences, Faculty of Social and Political Sciences. Riau University, Pekanbaru, Indonesia)
Kasmirudin Kasmirudin (Business Administration Study Program, Department of Administrative Sciences, Faculty of Social and Political Sciences. Riau University, Pekanbaru, Indonesia)
Lie Othman (Business Administration Study Program, Department of Administrative Sciences, Faculty of Social and Political Sciences. Riau University, Pekanbaru, Indonesia)

Article Info

Publish Date
11 Nov 2022

Abstract

This study aims to measure the effect of market orientation, entrepreneurial orientation, and product innovation as mediating variables on strategies to increase competitive advantage in the Catfish Processed MSME Sector in Patin Village, Koto Mesjid Village, District XIII Koto Kampar. The study used a quantitative approach where primary data was collected through a survey of 70 respondents, and the statistical technique Partial Least Square (PLS) was used to process the data. The study's results confirm that market orientation significantly affects product innovation and competitive advantage, both direct and indirect effects, through the mediation of product innovation variables. Furthermore, the entrepreneurial orientation variable influences the product innovation variable and competitive advantage, either directly or indirectly, through the product innovation variable. Still, some other factors or variables affect the competitive advantage variable.

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Journal Info
International Journal Of Science, Technology & Management (IJSTM)
Website

Abbrev

ijstm

Publisher

CV. Inara

Subject

Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Education Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Mechanical Engineering Transportation

Description

International Journal of Science, Technology & Management (IJSTM) is an international scholarly refereed research journal which aims to promote the theory and practice of science, technology, innovation, engineering and ...