The Effect of Cultural Product Attractiveness on Sabah Local Handicraft Product Performance: The Mediating Effect of Product Innovation

Craft producers in Sabah have unique product quality from time to producing new products. Nonetheless, they face challenges on cultural appeal and their impact the handicraft performance of product. This paper clarifies effects attractiveness Sabah's local innovation as mediator relationship. Thus, this study seeks further understand products regional attractiveness. mainly uses secondary sources, references, articles selected periodicals provide information handcrafted highlights prior research relationship between two primary components attraction influences product's craftsmanship performance. In addition, assessments identify gaps past studies. contains references previously published materials. It intends improve knowledge by adjusting analysing mediating influence handicrafts. Specifically, proposes a dimension for measuring