MARKET ORIENTATION, PRODUCT INNOVATION ON MARKETING PERFORMANCE RATTAN INDUSTRY IN CIREBON INDONESIA

Companies build strategy through market orientation and product innovation through the development or creation of new products, to provide optimum service, so that companies are able to create competitive advantage and improve marketing performance better.The research problem there are gaps between market orientation and product innovation to organizational performance. The purpose of this study was to determine the effect of market orientation, product innovation and competitive advantage to marketing performance. Respondents study of 170managers rattan industry in Cirebon, West Java through questionnaires. Methods of data analysis in this study using Structural Equation Modeling. The results showed that market orientation has a positive influence on competitive advantage. Product innovation together with increasing market orientation and the competitive advantage of research findings show there is a positive influence on the performance of competitive advantage of marketing and competitive advantage to mediate the effect of market orientation and product innovation on the performance of marketing Keywords: market orientation, product innovation, competitive advantage, marketing performance.