Research Article
The Influence of Market Orientation on Sales Performance Mediated by Innovation
@INPROCEEDINGS{10.4108/eai.13-9-2023.2341166, author={Hendra Maulana Setiawan and Aflit Nuryulia Praswati}, title={The Influence of Market Orientation on Sales Performance Mediated by Innovation}, proceedings={Proceedings of the 6th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2023, 13-14 September 2023, Bandar Lampung, Indonesia}, publisher={EAI}, proceedings_a={ICEBE}, year={2023}, month={12}, keywords={market orientation innovation sales performance}, doi={10.4108/eai.13-9-2023.2341166} }- Hendra Maulana Setiawan
Aflit Nuryulia Praswati
Year: 2023
The Influence of Market Orientation on Sales Performance Mediated by Innovation
ICEBE
EAI
DOI: 10.4108/eai.13-9-2023.2341166
Abstract
Marketing innovation is strengthened by commitment in service so as to improve marketing performance. Commitment to create products that are useful and in accordance with consumer desires. This research uses quantitative methods, collected through Google forms. The sample consists of 100 salesmen. Data were analyzed using SmartPLS 4.0. The results show that market orientation has a positive and significant effect on innovation and network capabilities to customers. Innovation has a positive and significant effect on market performance, while network capability has a small and insignificant effect. This is due to the lack of experience of salespeople in building relationships with partners and customers. This ability is the company's competitive resource. A limitation of our study is the sample size. Future studies can explore in more depth by utilizing a larger sample.
