THE INFLUENCE OF PRODUCT QUALITY, MARKETING MIX AND PRODUCT INNOVATION ON COMPETITIVE ADVANTAGE AND MARKETING PERFORMANCE IN CREATIVE ECONOMY INDUSTRY SECTOR IN MAKASSAR CITY

Authors

  • Indrayani Nur Bosowa University
  • Mahfudnurnajamuddin Muslim University of Indonesia
  • Niniek F. Lantara Muslim University of Indonesia
  • Djamaluddin Bijaang Muslim University of Indonesia

DOI:

https://doi.org/10.18623/rvd.v22.n7.4190

Keywords:

Product Quality, Marketing Mix, Product Innovation, Competitive Advantage, Marketing Performance

Abstract

This study aims to analyze the influence of product quality, marketing mix, and product innovation on competitive advantage and marketing performance of creative economy industry players in Makassar City. Using 155 respondents and AMOS-based Structural Equation Modeling (SEM) analysis tools, this study tested the direct and indirect relationships between variables. The results of the study show that all independent variables have a significant influence on competitive advantage and marketing performance, both directly and through mediating variables. These findings emphasize the importance of improving product quality, marketing mix strategies, and innovation for creative industry players to strengthen competitiveness and improve marketing performance.

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Published

2025-12-30

How to Cite

Nur, I., Mahfudnurnajamuddin, Lantara, N. F., & Bijaang, D. (2025). THE INFLUENCE OF PRODUCT QUALITY, MARKETING MIX AND PRODUCT INNOVATION ON COMPETITIVE ADVANTAGE AND MARKETING PERFORMANCE IN CREATIVE ECONOMY INDUSTRY SECTOR IN MAKASSAR CITY. Veredas Do Direito, 22, e224190. https://doi.org/10.18623/rvd.v22.n7.4190

Issue

Vol. 22 (2025): Veredas do Direito, v. 22, 2025

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Articles

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