Service Innovation and New Product Performance in Indonesian Tutoring SMEs

Meliyana Rizki Prabaningrum; Agus Suroso; Weni Novandari

doi:10.59261/jbt.v7i3.733

Authors

Meliyana Rizki Prabaningrum Universitas Jenderal Soedirman
Agus Suroso Universitas Jenderal Soedirman
Weni Novandari Universitas Jenderal Soedirman

DOI:

https://doi.org/10.59261/jbt.v7i3.733

Keywords:

Market Turbulence, New Product Performance, Service Innovation, SMES

Abstract

Background: Tutoring SMEs increasingly need to renew their service delivery as digitalisation and changing parent and student preferences reshape competition.

Objective: This study examines the effect of service innovation on new product performance and tests whether market turbulence moderates that relationship among tutoring SMEs in Banyumas, Purbalingga, and Banjarnegara.

Methods: A quantitative, purposive-sampling design was analysed in SPSS Version 30 using item validity and reliability tests and an ordinary least-squares interaction model.

Results: Service innovation positively predicted new product performance (B = 0.383, t = 2.547, p = .017), while market turbulence had a direct positive association (B = 0.451, t = 3.933, p < .001). The interaction was not significant (B = 0.014, t = 0.344, p = .734).

Conclusion: Service innovation is associated with stronger new product performance, whereas market turbulence operates as a direct contextual correlate rather than a moderator in this sample.

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