August 13, 2025

THE MEDIATING ROLE OF PRODUCT INNOVATION IN THE INFLUENCE OF MARKET ORIENTATION ON THE PERFORMANCE OF SILVER CRAFT MSMEs IN SUKAWATI DISTRICT

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Market orientation significantly enhances MSME performance, emphasizing its critical role in success.
The study found that 82 silver craft MSMEs participated, applying path analysis and statistical tests to derive insights.
Product innovation serves as a crucial mediator, linking market orientation to improved performance outcomes.
Findings suggest market orientation and product innovation strategies may benefit MSMEs in competitive markets.

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Analysis shows market orientation boosts MSME performance and product innovation in silver craft, indicating key improvement paths.

Putra et al. (2025) studied this question.

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