The Effect of Customer Orientation and Product Innovation on Fashion Business Performance With Competitive Advantage as a Mediator

Authors

  • Agil Yusuf Mahendra Universitas Mercu Buana Yogyakarta, Indonesia
  • Audita Nuvriasari Universitas Mercu Buana Yogyakarta, Indonesia

DOI:

https://doi.org/10.57235/jalakotek.v2i1.4848

Keywords:

Customer Orientation, Product Innovation, Competitive Advantage and Business Performance

Abstract

This research aims to analyze the influence of customer orientation and product innovation on fashion business performance with competitive advantage as a mediator. The sample in this research was 50 respondents who were determined using a purposive sampling technique. The data collection method uses a questionnaire that is distributed directly. The analytical tools used in hypothesis testing are Outer Model analysis, Inner Model analysis and hypothesis testing with the t test. The results of this research prove that: (1) Customer Orientation has a positive and significant effect on Business Performance. (2) Product Innovation has a positive and significant effect on Business Performance. (3) Competitive Advantage has a positive and significant effect on Business Performance. (4) Customer Orientation has a positive and significant effect on Competitive Advantage. (5) Product Innovation has a positive and significant effect on Competitive Advantage. (6) The role of Competitive Advantage is able to mediate the influence of Customer Orientation on Business Performance. (7) The role of Competitive Advantage is able to mediate the impact of Product Innovation on Business Performance.

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References

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Published

2024-12-29

How to Cite

Mahendra, A. Y., & Nuvriasari, A. (2024). The Effect of Customer Orientation and Product Innovation on Fashion Business Performance With Competitive Advantage as a Mediator. Journal of Accounting Law Communication and Technology, 2(1), 683–690. https://doi.org/10.57235/jalakotek.v2i1.4848

Issue

Vol. 2 No. 1 (2025): Januari 2025

Section

Articles

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