Systematic Literature Review: The Role of Innovation Mediation in the Relationship between Technology Orientation Based on Tri Hita Karana and Market Orientation on the Marketing Performance of Electrical Contractor Companies

This study aims to analyze the role of innovation mediation in the relationship between technology orientation based on local Tri Hita Karana (THK) values and market orientation on the marketing performance of electrical contractor companies in Indonesia. The method used is Systematic Literature Review (SLR) with PRISMA approach, reviewing 50 articles from databases Scopus, ScienceDirect, Emerald Insight, and ProQuest published in the period 2019–2024. The results of the study show that THK values that emphasize spiritual, social, and environmental harmony have been proven to improve innovation and organizational performance in various sectors, while technology orientation drives green, digital, and process innovation through innovation capabilities and innovative leadership. Market orientation is also identified as a driver of product innovation and a creator of competitive advantage through understanding consumer needs and proactively responding to market dynamics. Another important finding is that innovation plays a significant mediator in the relationship between technology orientation and market orientation on organizational performance. The synthesis of this study confirms that the integration of local THK values, technology orientation, market orientation, and innovation form a new strategic framework to improve marketing performance, competitiveness, and sustainability of electrical contractor companies in Indonesia. These findings have implications for the need to develop a strategic management model based on local wisdom to support technological transformation and sustainable innovation in the national construction sector.