Title:
ANALYSIS OF THE INFLUENCE OF STRATEGY INNOVATION AND PRODUCT INNOVATION ON THE MARKETING PERFORMANCE OF SHARIA INVESTMENT PRODUCTS WITH COMPETITIVE ADVANTAGE AS A MEDIATOR FOR PRIORITY CUSTOMERS OF PT. BSI OF ACEH REGION

Authors:
Nadya Meivira Amran*, Muhammad Adam and Mukhlis

Abstract:
This research aims to examine the influence of strategic innovation and product innovation on the marketing performance of Sharia investment products with a competitive advantage as a mediator at PT. Bank Syariah Indonesia of Aceh Region (PT. BSI Aceh Region). The population in this research is all priority customers in PT. BSI Aceh Region. The sample in this research was 335 customers. Data were processed using Structural Equation Modeling (SEM) for the direct effect test and the Sobel calculator for the indirect effect test. The result shows that at PT. BSI Aceh Region, Strategy Innovation Influences Competitive Advantage, Product Innovation influences Competitive Advantage, Strategy Innovation Influences Marketing Performance, Product Innovation influences Marketing Performance, Competitive Advantage Influences Marketing Performance, Competitive Advantage mediates the Strategic Innovation affecting Marketing Performance, and Competitive Advantage mediates the Product Innovation affecting Marketing Performance. These results also prove that competitive advantage plays a role as a partial mediator. So the findings explain the model for increasing Marketing Performance at PT. BSI Aceh Region is a function of strengthening strategy innovation, increasing product innovation, and increasing competitive advantage.