GENERAL MANAGEMENT Market Innovation and Product Excellence in Indonesia: The Moderating Role of Product Innovation Siti Sri WULANDAR I 1* , Sri Umi Mintarti WIDJAJ A 2, Hari WAHYON O 3, Sugeng Hadi UTOM O 4 1,2,3, 4Faculty of Economics, Doctoral Program in Economic Education, Universitas Negeri Malang, Indonesia *Corresponding author; E-mail:
[email protected] Abstract This research aims to analyze the influence of entrepreneurship orientation, market orientation, technology orientation to product excellence with product innovation as moderating. This study followed a quantitative method using Structural Equation Modeling (SEM) with WarpPLS approach. This paper was conducted on the seaweed farmer community in Sidoarjo, East Java in Indonesia. In addition, the data were collected through questionnaires given to farmers while the sampling technique used was convenience simple random sampling. The results showed that entrepreneurship orientation, market orientation, technological orientation with product innovation have a positive influence on product excellence. Keywords: entrepreneurship orientation; market orientation; technology orientation; product excellence; product innovation. 1. Introduction districts namely Candi, Sidoarjo, Sedati, Waru, Buduran, and Jabon. Reviewed from the topography state terrain of Sidoarjo The Indonesian government has sought to develop the is at an altitude between 23-32 above sea level. This shows that potential of marine and fisheries resources through various Sidoarjo has a maritime potential that can be utilized in eco- policies, such as the development of Minapolitan conception. In nomic development so that it needs to be developed optimally the ministerial regulation, minapolitan is defined as a conception as a source of genuine income of the region. of maritime economic development and area-based fisheries These abundant factors promote farmers and seaweed based on integrated principles, efficiency, quality and acce- enterprises to improve product quality, production capacity and leration.