MEDIASI DAYA TARIK FASHION DALAM HUBUNGAN KEINOVASIAN PRODUK DENGAN KINERJA PEMASARAN

Abstract

This paper aims to investigate and examine the role of fashion attractiveness in mediating the
relationship between product innovation (uniqueness and novelty) and marketing performance.
A total of 229 small businesses in Indonesia were selected to be tested for regressional
relationships of the four constructs. This study finds a positive influence of product novelty and
uniqueness on fashion attractiveness, yet it does not affect marketing performance. Mediation
analysis shows that fashion attractiveness plays an important role in bridging the relationship
of product novelty and product uniqueness on marketing performance. Through an in-depth
examination of a variety of literature about dynamic capabilities, entrepreneurial marketing,
and company performance, this paper offers a unique analysis of the correlation of product
novelty and product uniqueness on fashion attractiveness as well as its impact on marketing
performance in the small-scale fashion industry. Conceptual discussion and empirical result of
the study extend previous researches on the culture of product innovation in small businesses.

Keywords: Keinovasian Produk, Kebaruan Produk, Keunikan Produk, Day Tarik Fashion,
Kinerja Pemasaran