Market Innovation and Product Excellence in Indonesia: The Moderating Role of Product Innovation

This research aims to analyze the influence of entrepreneurship orientation, market orientation, technology orientation to product excellence with product innovation as moderating. This study followed a quantitative method using Structural Equation Modeling (SEM) with WarpPLS approach. This paper was conducted on the seaweed farmer community in Sidoarjo, East Java in Indonesia. In addition, the data were collected through questionnaires given to farmers while the sampling technique used was convenience simple random sampling. The results showed that entrepreneurship orientation, market orientation, technological orientation with product innovation have a positive influence on product excellence.