To meet the needs of heterogeneous consumers, companies must be market-oriented and innovate to advance company performance. This research will analyze the influence of market orientation, learning orientation, innovation capabilities, and their impact on competitive advantage and company performance in Ngelorejo bamboo craft center, Gunung Kidul district, Indonesia. In the collection of data, this study used questionnaires with the number of respondents as many as 88 respondents bamboo artisans. The analysis method used is Structural Equation Modeling (SEM) and the analysis tool used is Smart PLS 3.0. The results of this study showed that market orientation has a significant effect on innovation capabilities, learning orientation has a significant effect on innovation capabilities, market orientation has no significant effect on competitive advantage, market orientation has a significant effect on company performance, innovation capability has a significant effect on competitive advantage, a competitive advantage does not have a significant effect on company performance.
The purpose of the study was to know and analyze the role of brand image as a mediator of the impact of the Electronic Word of Mouth on purchasing intention of Laneige’s product. A sample of 100 respondents used a purposive sampling technique. The type of test used to analyze the data was the validity and reliability test. The data analysis technique used is path analysis. The results of the Electronic Word of Mouth study have a significant and positive effect on brand image and purchasing intention. The Brand image also has a significant and positive impact on purchasing intention and directly has a role as a mediator on the impact of Electronic Word of Mouth on purchasing intention of Laneige’s Product.Keywords: Electronic Word of Mouth; Brand Image; Purchasing Intention
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