Entrepreneurial Characteristic, Brand Orientation To Business Performance With Innovation Capabilities as A Mediation Variable R Murniningsih, H Indriastuti, SN Khikmah
Departement of Management, Universitas Muhammadiyah Magelang
Departement of Management, Universitas Mulawarman
Departement of Accountan, Universitas Muhammadiyah Magelang
Abstract
This study aims to examine the effect of brand orientation on business performance with innovation capabilities as a mediating variable. The population in this study are Culinary SMEs in Magelang. The sample used purposive sampling. The analytical tool used is the SmartPLS 3.0 program multiple linear regression. The results of this study indicate that brand orientation has a positive effect on business performance, brand orientation has a positive effect on innovation capabilities, innovation capabilities has a positive effect on business performance, and innovation capabilities mediates the effect between brand orientation on business performance.
Keywords: Brand Orientation, Innovation Capability and Business Performance
