effect of customer orientation and competitor orientation on new productdevelopment of woven products: the role of innovation possibilities

The purpose of this research is to find out the significance of the influence of customerorientation, competitor orientation, and innovation capability to new product development, as well asknowing the role mediation of the innovation capability variable on weaving products. new productshave a very important role in maintaining business sustainability. new customer-centered productdevelopment is a product development that focuses on finding solutions to solve customer problems andprovide a more satisfying experience for customers. to stay competitive and survive in the market,companies need to improve innovation capability. the population of this study is all owners of weavingproducts enterprises, which the exact number is certainly known, with the number of samples is 112respondents. this research uses structural equation modeling (sem analysis) with the smartplsapplication. the results showed that customer orientation and competitor orientation have a significantpositive effect on innovation capability, then competitor orientation and innovation capabilityhas asignificant positive effect on new product development, while customer orientation does notsignificantly affect new product development. for the mediating influence of innovation capability,there is a fully mediating role in the significant influence of customer orientation on new productdevelopment. meanwhile, on the influence of competitor orientation towards new productdevelopment, there is a partial effect of mediation found.