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October 15, 2025Indonesian Journal of Advanced Research

The Influence of Product Innovation on Marketing Performance through Iconic Product Advantages of Bead Craft Business Actors in East Kalimantan

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Authors

HNHera NuraeniHIHerning IndriastutiDMDwi Martiyanti

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Overview

Quantitative analysis shows product innovation boosts marketing performance through iconic products in East Kalimantan's bead craft sector.

Key Points

  • Product innovation significantly enhances marketing performance in bead craft businesses.
  • The excellence of iconic products mediates the relationship between product innovation and marketing performance.
  • A total of 159 respondents were surveyed using a quantitative approach to gather data.
  • Findings highlight the role of local culture-based innovation in business competitiveness.

Cite This Study

Nuraeni et al. (2025) studied this question.

synapsesocial.com/papers/68f01110f081da0584b567bahttps://doi.org/10.55927/ijar.v4i9.15437
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