Improving Marketing Performance and Product Innovation Capability through Digital Knowledge Sharing

(Case Study in Food Processing SMes)

Authors

  • Ken Sudarti Universitas Islam Sultan Agung
  • Putri Wira Paramita Dewi Universitas Islam Sultan Agung

DOI:

https://doi.org/10.21512/tw.v23i2.8060

Keywords:

customer orientation, digital knowledge sharing, product innovation capability, marketing performance

Abstract

The research aimed to examine the mediating role of product innovation capability with customer orientation and digital knowledge sharing to increase marketing performance. The research had a total of 185 food processing SMEs in Blora, Central Java, Indonesia who often do digital knowledge sharing. They were obtained to become the respondents of the research by using purposive sampling. The research model was tested using multiple linear regression analysis with SPSS software. The findings show that product innovation capability is proven to mediate customer orientation and digital knowledge sharing on marketing performance. Furthermore, the research expects that good customer orientation, digital knowledge sharing, and product innovation capability become the beginning of success in achieving and improving the marketing performance of food processing SMEs in Blora during the pandemic so that SMEs can continue to operate and develop. It occurs necessary for future research to involve some other SMEs from within and outside Blora in order to expand the population and samples.

Dimensions

Plum Analytics

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Published

2022-08-09
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