MARKETING PERFORMANCE MEDIATES BETWEEN ICONIC PRODUCT INNOVATION AND SUSTAINABLE COMPETITIVE ADVANTAGES

This study focuses on Marketing Performance as a mediator between Iconic Product Innovation and Sustainable Competitive Advantage. The results showed that Iconic Product Innovation has an influence on sustainable competitive advantage, Iconic Product Innovation has no significant effect on Marketing Performance, and Iconic Product Innovation has a significant effect on sustainable competitive advantage through Marketing performance. Respondents in this study were 200 Silk SMEs located in Wajo Regency, South Sulawesi Province. Data analysis using SEM-AMOS version 23.