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October 15, 2025Indonesian Journal of Advanced Research

The Influence of Product Innovation on Marketing Performance through Iconic Product Advantages of Bead Craft Business Actors in East Kalimantan

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Authors

HNHera NuraeniHIHerning IndriastutiDMDwi Martiyanti

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Overview

Quantitative analysis shows product innovation boosts marketing performance through iconic products in East Kalimantan's bead craft sector.

Key Points

  • Product innovation significantly enhances marketing performance in bead craft businesses.
  • The excellence of iconic products mediates the relationship between product innovation and marketing performance.
  • A total of 159 respondents were surveyed using a quantitative approach to gather data.
  • Findings highlight the role of local culture-based innovation in business competitiveness.

Cite This Study

Nuraeni et al. (2025) studied this question.

synapsesocial.com/papers/68f01110f081da0584b567bahttps://doi.org/10.55927/ijar.v4i9.15437
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Also Consider

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  4. 4The Influence of Entrepreneurial Orientation, Market Orientation, and Product Innovation on the Marketing Performance of the Batik Industry2024
  5. 5The Role Of Product Innovation And Marketing Performance In Enhancing Competitive Advantage In Micro, Small, And Medium Enterprises (MSMEs) In The Fashion Sector2024 · 2 citations