STRENGTHENING MARKETING PERFORMANCE STRATEGIES FOR CULINARY MSMES: THE MEDIATING ROLE OF PRODUCT INNOVATION IN MARKET KNOWLEDGE

This research aims to analyze the influence of Market Knowledge and Product Innovation on Marketing Performance in MSMEs in the culinary sector in Pekanbaru City. The research sample was selected using a purposive sampling method based on criteria relevant to the research objectives, with a total of 200 respondents. The analysis method used is path analysis with the help of SPSS version 21 and SmartPLS 3 software. The research results show that Market Knowledge has a significant influence on Product Innovation and Marketing Performance. However, Product Innovation does not show a significant influence on Marketing Performance. Apart from that, Market Knowledge also has a significant influence on Marketing Performance through the mediation of Product Innovation.