Peran Kemampuan Inovasi Terhadap Kinerja Pemasaran Dengan Keunggulan Posisional Dan Visual Estetika Sebagai Variabel Mediasi (Studi Pada Usaha Kecil Dan Menengah Tenun Dan Batik Di Provinsi Sulawesi Tengah

Indra Pancanugraha, C20321003.The Role of Innovation Capability on Marketing
Performance with Positional Advantage and Visual Aesthetic as Mediating
Variables (Study on Small and Medium Enterprises of Weaving and Batik in
Central Sulawesi Province)
Syamsul Bachri, dan Wahyuningsih
In competitive markets, innovation capability is critical in enhancing marketing
strategies. The present study analyzes the effect of innovation capability on
marketing performance outcome with visual aesthetics and positional advantage as
mediating variables, and generational cohort as a moderating variable. The
population of this study comprised 113 respondents from weaving and batik small
to-medium enterprises (SMEs) in Central Sulawesi, who were selected through a
census sampling method. The data were collected through the administration of
questionnaires and subsequently analyzed using the Smart PLS 4 application to
evaluate the relationships in the conceptual model. The findings suggest that
innovation capability exerts a negative and non-significant influence on marketing
performance. However, visual aesthetics and positional advantage have been
shown to significantly enhance the impact of innovation capability on marketing
performance. Subsequent findings demonstrate that visual aesthetics significantly
enhances positional advantage. The generational cohort substantially moderates
the relationship between innovation capability and marketing performance This
study posits that when employed as a marketing strategy, local wisdom can be a
source of competitive advantage by leveraging visual elements derived from unique
cultural symbols. As evidenced by the study's findings, this approach can be
convenient in dynamic marketplaces where imitation is challenging. Generational
groups exhibit divergent capacities for innovation within small-and medium-sized
enterprises (SMEs), which can result in disparities in their ability to attain
competitive advantage.