Innovation Determinants Influence LPD Marketing Performance in Denpasar

Abstract

The objective of this research is analysis innovation determinants influence LPD marketing performance in Denpasar. This research was carried out in Denpasar, Bali. This research uses a quantitative approach. A research approach that answers research problems requires careful measurement of the variables studied to produce conclusions that can be generalized regardless of the context of time, place and situation. The population in this study is all LPD administrators throughout Denpasar City in 2023, amount 105 people and the entire population is used as a sample. The data analysis used in this research is descriptive analysis and inferential analysis. Inferential analysis techniques are used to test the empirical model and hypotheses proposed in this research. The analysis technique used is a structural equation model (SEM), known as Partial Least Square (PLS). The result of this research is the determinants of innovation that influence marketing performance. This result is indicated by a path coefficient of 0.420 with T-statistic = 10,828 (T-statistic > 1.96) and P-values = 0.000 (P-values < 0.05), so the hypothesis is accepted. The analysis show that the determinants of innovation have a positive and significant effect on marketing performance. These results indicate that improvements in the determinants of innovation can improve the marketing performance of LPD throughout Denpasar City.