The Conceptual Model of the Influence of External Marketing Environment and Market Orientation on Marketing Performance with the Mediation of Product Innovation

Abstract

The objectives of this study are to build a mediation model and to assess the indirect effect of external marketing environment, market orientation, and marketing agglomeration partnership on marketing performance through product innovation. This qualitative study was conducted through library research to produce models. Later, this study quantitatively assesses survey data that were previously completed and refined by preparing questionnaires based on the dimensions that have been presented in each research variable definition. The produced research conceptual model is the output of this qualitative study, which is used as the foundation should the study proceeds to quantitative nature.