The Impact of Innovation, Competitive Advantage, and Market Orientation on Firm's Marketing Performance in the Garment Industry in Indonesia

Abstract

The aim of this study is to identify the influence of marketing and product innovation, competitive advantage and market orientation on marketing performance. The objects of this research are small and medium enterprises in the garment industry in Indonesia. 107 firms were selected as samples in this study. The Data was obtained through surveys using Likert scale. Data was tested using multiple regression methods. The results of the study suggest that marketing innovation, product innovation, competitive advantage and market orientation affect marketing performance. Keywords—marketing innovation, product innovation, competitive advantage, market orientation