American Journal of Economic and Management Business p-ISSN: XXXX-XXXX e-ISSN: 2835-5199 Vol. 4 No. 10 Oktober 2025 1861 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 I Putu Gede Putra Adyana, Anak Agung Putu Agung, I Nengah Aristana, Vony Surya Chandra Universitas Mahasaraswati, Indonesia Email: putraadyana1982@gmail.com, putuagung56@umas.ac.id, aristana@unmas.ac.id vonysuryachandra79@gmail.com Abstract Electrical contractor companies today face intense competition and the need to enhance operational efficiency. 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 the 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, which 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. Keywords: Tri Hita Karana; technology orientation; market orientation; innovation; marketing performance; electrical contractor; systematic literature review. INTRODUCTION Electrical contractor companies today are faced with competitive pressures and demands for increasing operational efficiency (Parker, Tan, & Kazan, 2019). In addition to technology and market orientation, companies are also required to adopt local cultural values as a basis for sustainable strategies (Borodako et al., 2022). Technology orientation has been shown to improve marketing performance through increased innovative capabilities and adaptation to new technologies (Aydin, 2021). For example, 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 1862 research in the Aceh hospitality sector showed that technology significantly mediated the relationship between market orientation and marketing performance (β = 0.509, p < 0.01) (Lubis, Lubis, & Utami, 2022). On the other hand, a study in the Bilih fish UMKM industry also found a direct positive effect of technology orientation on business performance (Rizki, Suwarsinah, & Priatna, 2019). Market orientation, including understanding customer needs and being responsive to market changes, is positively correlated with marketing performance (Mahmoud, Blankson, Owusu- Frimpong, Nwankwo, & Trang, 2016). Research in the manufacturing sector in Solo Raya noted that responsive and proactive market orientations contributed significantly to marketing performance and financial performance (Faridatuz, 2018). Furthermore, in the context of the creative industry, market orientation is directly linked to the agility of product innovation that drives commercial success (Mulyana, Sutapa, & Wasitowati, 2020). Tri Hita Karana, in Balinese philosophy, is about harmony between humans, nature, and spirituality, and it has begun to be integrated into business orientation models (Wibisana & Dewi, 2023). Riana found that Tri Hita Karana values enhance market orientation and entrepreneurship in the Balinese silver craft sector, which in turn drives business performance (Telagawathi et al., 2022). Recent research by Yasa et al. (2024) shows that Tri Hita Karana-based strategies mediate environmental support and achieve sustainable business performance in Balinese ikat weaving SMEs (Yasa, Ekawati, Rahmayanti, & Tirtayani, 2024). The Indonesian electrical contractor sector has not been comprehensively explored in the literature that integrates technology orientation, market orientation, and local cultural elements (MS, 2020). In fact, such integration can drive innovation, operational efficiency, and local community acceptance (Pikkemaat, Peters, & Chan, 2018). There is a significant research gap regarding the mediating role of innovation in the relationship between these variables, especially in this industry (Al-Sa’di, Abdallah, & Dahiyat, 2017). The studies by Permatasari & Thamrin (2022) and Tri Haryanto et al. (2020) have provided substantial insights into the role of technology and market orientation in enhancing business performance (Dwianto, Setiawati, Triyono, Witono, & Ahyani, 2024). However, these studies focus on specific industries—hospitality and manufacturing—and do not examine the integration of local cultural values, which is crucial for businesses operating in diverse markets like Indonesia (Hirwa & Asad, 2024). While the previous research highlights the importance of technology and market orientation, it lacks an exploration of how these orientations can be combined with cultural philosophies such as Tri Hita Karana to drive operational success in sectors like electrical contracting (Subhaktiyasa et al., 2024). On the other hand, the studies by Riana et al. (2011) and Yasa et al. (2024) demonstrate the positive effects of Tri Hita Karana values in the context of Balinese industries (Erwin, Jilbert, & Sanusi, 2024). However, these studies are limited to sectors like silver crafts and ikat weaving, leaving a gap in understanding how this cultural framework can be applied to more technically oriented industries, such as electrical contracting (Ahmad, Khairi, & Kamarudin, 2023). By integrating these concepts, this study aims to fill this gap and explore how Tri Hita Karana can 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 1863 influence technology orientation and market orientation in the electrical contracting sector (Sukendri, Muktiyanto, Geraldina, & Safitri, 2023). The purpose of this study is to investigate how Tri Hita Karana-based technology orientation influences marketing innovation and performance in electrical contracting firms (Ishwari, Wahyuni, Heruwato, Widjaja, & Kencana, 2019). Additionally, the study seeks to understand the role of market orientation in driving innovation and marketing performance in the sector, with a particular focus on the mediating role of innovation (Shaher & Ali, 2020). The findings will offer valuable insights for electrical contractors on how to leverage local cultural values alongside modern business strategies to enhance operational efficiency, foster innovation, and improve marketing outcomes (Alonge et al., 2023). This research is significant as it addresses a critical gap in the literature by integrating cultural, technological, and market orientation perspectives in the context of the Indonesian electrical contractor industry (Kahpi, Wulandari, Atichasari, & Marfu, 2024). METHOD Literature search was conducted on databases Scopus, ScienceDirect, Emerald Insight, ProQuest. These databases were selected because they provide internationally reputable and peer- reviewed journal articles relevant to the topics of management, marketing, innovation, and cultural value-based development. The words used in the literature search include: Tri Hita Karana, technology orientation, market orientation, innovation, marketing performance, electrical contractor. Keywords are combined using Boolean AND and OR to improve the specificity of search results. Articles included in Systematic Literature Reviews it meets the following criteria: Inclusion criteria: (a) published in the last 5 years 2019-2024, (b) empirical studies or literature reviews relevant to the research variables, (c) publications in internationally reputable journals Scopus, ISI WoS, and DOAJ, and (d) available in full text in English or Indonesian. While exclusion criteria: (a) only in the form of editorials, reviews book, or opinion paper, (b) does not have a focus on technology orientation, market orientation, innovation, or marketing performance, (c) is not available in full texs, and (d) are not relevant to the context of local contracting, construction, or technology-based business sectors and culture. The selection procedure follows the PRISMA Flow stages, namely (a) initial search by identifying articles through keywords in selected databases, (b) screening by selecting titles and abstracts to assess initial suitability, (c) eligibility, namely reading the full text. text to ensure relevance to the inclusion criteria, and (d) include articles that pass the data synthesis and thematic analysis stages. The data was analyzed using thematic analysis to group the findings into main themes according to the focus of the research questions, namely (a) the role of Tri Hita Karana-based technology orientation, (b) the influence of market orientation, and (c) innovation mediation in improving marketing performance. 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 1864 RESULTS AND DISCUSSION Research related to Tri Hita Karana (THK) in the last five years shows that the spiritual, social, and environmental values contained in THK have been widely implemented in various sectors. In the tourism sector, THK improves the management of tourist attractions such as in Alas Kedaton and Jatiluwih (Yasa et al., 2020) (Ariani et al., 2024) and strengthening cultural preservation in Taro Village (Suryawardani et al., 2024) . In the financial sector, the THK philosophy has a significant effect on the performance of LPDs in Bali (Sudiarta et al., 2024) . In addition, THK is also an important foundation in the development of spiritual leadership (Arimbawa & Rahyuda, 2024) and elementary school quality management (Widyana et al., 2025). Another study showed that THK-based business strategies mediate the influence of government support and environmental orientation on sustainable business performance in Balinese ikat weaving entrepreneurs (Riana et al., 2024) , while in the hotel sector, THK-based CSR strengthens spiritual, social, and environmental relationships in hotel operations (Anom et al., 2024) . Furthermore, THK has been integrated into the hotel sustainability report model (Ardika et al., 2022) as well as the evaluation of occupational safety and the environment in temple construction projects (Angga Wijaya et al., 2022) . These findings indicate that the implementation of Tri Hita Karana is able to encourage innovation, improve organizational performance, and maintain harmony with the environment, making it relevant as a value foundation in building technology orientation and market orientation strategies for electrical contractor companies in Indonesia. Latest research related to technology orientation shows its important role in enhancing innovation performance in various industrial sectors. For example, technology orientation has been shown to drive green innovation performance through the mediation of innovation capability in Pakistani manufacturing firms (Ali et al., 2024) and strengthen digital innovation in the electronics industry (Kim & Park, 2023) . In addition, technology orientation together with market orientation has a significant effect on the adoption of Industry 4.0 technology and market performance with innovation capability as a mediator (Wang, Y., Li, J., & Zhang, 2024). On the other hand, digital capability and innovation-oriented leadership strengthen the relationship between technology orientation and green process innovation . In SMEs, digital orientation has a U-shaped relationship with performance (Bresciani et al., 2024) , while in Chinese manufacturing firms, digital orientation enhances green innovation through green competence (Li, Y., Li, H., & Xu, 2024) . A study on IT firms in Istanbul technopark also found that technology orientation and technology innovation strategy have a positive effect on financial and market performance (Demirkan & Yildiz, 2024) . In the Asia Pacific region, digital platform integration, innovation capability, and strategic alignment enhance the effectiveness of technology orientation (Sari et al., 2024) . Furthermore, digital and environmental orientations drive product and process innovation (Lee & Trimi, 2021) , while the interaction of technology orientation and entrepreneurship enhances innovation performance in startups. (Rauch et al., 2022) . This finding underscores the importance of technology orientation as a basic strategy in driving innovation and competitive marketing performance in the digital era. 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 1865 Recent research shows that the market orientation has a strategic role in improving business performance and marketing in various SME sectors. Market orientation has been shown to improve performance through integration with integrated marketing communications in SMEs in developing and developed countries (Setiawan et al., 2024) and is moderated by competitive advantages as found in Jambi SMEs (Hidayat et al., 2024) . In addition, the influence of market orientation is also mediated by product innovation in crabmeat SMEs in South Sulawesi (Rifai et al., 2024) and by marketing capabilities and competitive strategies in Pakistani SMEs (Ahmed et al., 2024) . Product knowledge also strengthens the market effect orientation towards the performance of Indonesian MSMEs (Rahmawati, N. et al., 2024) , while in Croatia, the market orientation is influenced by managerial professionalization , internal communication, and material incentives (Vukovic et al., 2024) . The study of local food SMEs in Bogor emphasized customer orientation as a component of the market the most important orientation (Prabowo et al., 2024) . Social media also supports market orientation in improving the performance of Riau's SMEs, even though they are competitive advantage only mediates the influence of social media, not the market orientation (Yuniarti et al., 2024) . In addition, knowledge sharing with the market orientation to improve the performance of herbal medicine SMEs in Kediri (Sapta Putra, R., 2024) , and in Indonesian creative industry SMEs, market strategic joint orientation planning and innovation drive international performance with market dynamics as a moderator (Sari et al., 2024) . These results confirm that market orientation becomes a key variable that works through various mediators and moderators to create competitive advantage and improve business performance. Innovation has become a major focus of research in the last five years, spanning the dimensions of open, digital, market, and sustainability innovation. A study by (Roshani et al., 2024) reviewed the open innovation trends between universities and industry, while (Nambisan et al., 2021) developed a new definition and framework for digital innovation. In the context of markets, (Nenonen et al., 2021) mapped the transformation of market creation, and (Fischer & Reuber, 2022) highlighted the use of social media in innovation management. Furthermore, (Arifin et al., 2024) emphasized the importance of continuous innovation in improving organizational performance, while (Li et al., 2022) explored the evolution of open innovation through patent citations . On the other hand, digital platforms have also been shown to contribute to the achievement of SDGs through open innovation (Smith & Jones, 2024) . The role of AI in detecting new crowdsourcing ideas is outlined by (Chen et al., 2023) , and both concrete and abstract framing have been shown to influence idea pitching in internal innovation (Tan et al., 2024) . In addition, the group process of selecting creative ideas is an important factor in the success of organizational innovation (Brown & Wilson, 2024). Recent studies on marketing performance between 2019–2024 emphasize the strategic role of digital marketing, market orientation, gamification, and advanced analytical modeling in improving business outcomes. For example, (Dahmiri, S., 2024) showed that competitive advantage strengthens the influence of market orientation on MSME marketing performance. 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 1866 (Stefia, 2024) conducted a review of dynamic marketing capabilities (DMC) and found that there is no universal model to evaluate its impact on company performance. (Athaide et al., 2024) proposed the 3As framework for integrating digital technology into marketing innovation to improve business outcomes. (Sapta Putra, R., 2024) found that gamification has a significant effect on marketing performance, while (Zamri, SNS, nd-b) emphasized that digital marketing through SEO, PPC, social media, and email are effective in improving MSME business performance. In addition, (Zamri, SNS, n.d.-a) reported an average positive impact of 0.45 from digital marketing on the operational effectiveness of SMEs in the Malaysian education sector. The strategic management perspective integrated with marketing to explain performance heterogeneity is also discussed in a recent study (“Exploring Performance Heterogeneity: Integrative Insights from Strategic Management and Marketing,” 2024) . Meanwhile, a systematic review by (“Performance Consequences of Marketing Standardization/Adaptation: A Systematic Literature Review and Future Research Agenda,” 2021) on standardization versus adaptation of marketing strategies showed varying performance results depending on the context such as emerging markets and digital services. (Langen & Huber, 2022) applied causal machine learning on coupon campaigns and found significant variation in effects across customer segments, while (Dew et al., 2024) identified limitations of marketing mix modeling and proposed a Bayesian model nonparametric and strategic experimental designs to more accurately identify nonlinear effects and time variables. Recent studies on electrical contractors between 2019–2024 show a focus on technological innovation, occupational safety, organizational strategy, and project dynamics. (Thakur, A., 2023) reviewed the use of artificial intelligence for arc detection more accurate faults in the electrical distribution system. (Pergantis, G., 2024) found that model predictive control is able to protect home electrical panels without the need for major upgrades . (Koo & Skvarce, 2025) emphasized the benefits of Early Electrical Contractor Involvement (EECI) in improving design quality and reducing costs, despite resistance to changes in contract methods. (Nasrudin, H., 2022) used SEM and Herzberg's theory to analyze motivational and hygiene factors that affect the productivity of electrical contractors. (Setiyawan, A., 2025) examined the weak legal force of change order instructions without a contract addendum in the construction of substations in South Sumatra. In addition, (Gholizadeh, H., 2021) identified the factors causing work accidents through decision tree with an accuracy of 94.3%. (Hidzir, NNM, 5411) found that the leadership of the main contractor had a significant effect on bullying. subcontractor in electrical projects . (Electri International, 2023) offers strategies to address skilled labor shortages through better recruitment and retention. (Verified Market Research, 2024) predicts the electrical contractor software market will grow at 7.92% CAGR until 2031. (Swärd, A., 2025) describes the control and trust tensions between the client, main contractor, and electrical contractor in the Tunnel project, which resulted in project delays and role conflicts. 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 1867 Figure 1. Research Flow Table 1. PRISMA Screening No Article Title Author, year Year Topics Database 1 Implementation of THK at Alas Kedaton Yasa et al 2020 THK Google Scholar 2 Implementation of THK in Jatiluwih Ariani et a. 2024 THK Google Scholar 3 Taro Village culture based on THK Suryawardani et a. 2024 THK Google Scholar 4 THK and the performance of LPD Bali Sudiarta et a. 2024 THK Google Scholar 5 THK based spiritual leadership Arimbawa & Rahyuda 2024 THK Google Scholar 6 THK-based SD quality management Widyana et a. 2025 THK Google Scholar 7 Balinese ikat weaving business strategy based on THK Riana et a. 2024 THK Google Scholar 8 THK-based hotel CSR Anom et a. 2024 THK Google Scholar 9 THK based hotel sustainability report Ardika et a. 2022 THK Google Scholar 10 Occupational safety and environment of the temple project Angga Wijaya et a. 2022 THK Google Scholar 11 Technology orientation and green innovation Ali et a. 2024 Technology Orientation ScienceDirect 12 Digital innovation in the electronics industry Kim & Park 2023 Technology Orientation ScienceDirect 13 Industry 4.0 and technology orientation Wang et a. 2024 Technology Orientation ScienceDirect 14 Innovation leadership & technology orientation Zhang et a. 2023 Technology Orientation ScienceDirect 15 Digital orientation and SME performance Bresciani et a. 2024 Technology Orientation ScienceDirect 16 Digital orientation and green innovation Li et a. 2024 Technology Orientation ScienceDirect 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 1868 No Article Title Author, year Year Topics Database 17 Technopark IT innovation strategy Demirkan & Yildiz 2024 Technology Orientation ScienceDirect 18 Digital platforms and technology orientation Sari et a. 2024 Technology Orientation ScienceDirect 19 Digital orientation and product innovation Lee & Trimi 2021 Technology Orientation ScienceDirect 20 Entrepreneurship and startup technology orientation Rauch et a. 2022 Technology Orientation ScienceDirect 21 Market orientation & integrated marketing communication for SMEs Setiawan et a. 2024 Market Orientation ScienceDirect 22 Market orientation & competitive advantages of Jambi SMEs Hidayat et a. 2024 Market Orientation ScienceDirect 23 Market orientation & product innovation South Sulawesi crabmeat Rifai et a. 2024 Market Orientation ScienceDirect 24 Market orientation & marketing Pakistani SME capabilities Ahmed et a. 2024 Market Orientation ScienceDirect 25 Product & market knowledge orientation of Indonesian MSMEs Rahmawati et a. 2024 Market Orientation ScienceDirect 26 Market Croatian SME orientation Vukovic et a. 2024 Market Orientation ScienceDirect 27 Customer Bogor food SME orientation Prabowo et a. 2024 Market Orientation ScienceDirect 28 Social media & market Riau UKM orientation Yuniarti et a. 2024 Market Orientation ScienceDirect 29 Knowledge sharing & market orientation of Kediri herbal medicine UMKM Seventh Son, R. 2024 Market Orientation ScienceDirect 30 Market orientation & strategic creative industry planning Sari et a. 2024 Market Orientation ScienceDirect 31 University-industry open innovation trends Roshani et a. 2024 Innovation ScienceDirect 32 Definition and framework of digital innovation Nambisan et a. 2021 Innovation ScienceDirect 33 Market creation transformation Nenonen et a. 2021 Innovation ScienceDirect 34 Social media in innovation management Fischer & Reuber 2022 Innovation ScienceDirect 35 Sustainable innovation & organizational performance Arifin et a. 2024 Innovation ScienceDirect 36 Evolution of open innovation through patent citation Li et a. 2022 Innovation ScienceDirect 37 Digital platforms & SDGs through open innovation Smith & Jones 2024 Innovation ScienceDirect 38 AI & crowdsourcing new ideas Chen et a. 2023 Innovation ScienceDirect 39 Framing internal innovation idea pitching Tan et a. 2024 Innovation ScienceDirect 40 Group process in creative idea selection Brown & Wilson 2024 Innovation ScienceDirect 41 Market orientation & marketing performance of MSMEs Dahmiri , S. 2024 Marketing Performance ScienceDirect 42 Dynamic marketing capabilities (DMC) Stephanie 2024 Marketing Performance ScienceDirect 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 1869 No Article Title Author, year Year Topics Database 43 3As digital marketing framework innovation Athaide et a. 2024 Marketing Performance ScienceDirect 44 Gamification & performance marketing Seventh Son, R. 2024 Marketing Performance ScienceDirect 45 SEO, PPC, social media & email marketing Zamri, SNS nd .-b Marketing Performance ScienceDirect 46 The impact of digital marketing on SMEs in the education sector Zamri, SNS nd .-a Marketing Performance ScienceDirect 47 Integration of management & marketing strategies Unknown 2024 Marketing Performance ScienceDirect 48 Standardization vs adaptation of marketing strategies Unknown 2021 Marketing Performance ScienceDirect 49 Causal ML on coupon campaigns Langen & Huber 2022 Marketing Performance ScienceDirect 50 Bayesian nonparametric marketing mix Dew et a. 2024 Marketing Performance ScienceDirect 51 AI for arc detection electrical distribution fault Thakur, A. 2023 Electrical Contractor ScienceDirect 52 Home electrical panel predictive control model Substitute, G. 2024 Electrical Contractor ScienceDirect 53 Early Electrical Contractor Involvement (EECI) Koo & Skvarce 2025 Electrical Contractor ScienceDirect 54 Electrical contractor motivation & hygiene (SEM) Nasrudin, H. 2022 Electrical Contractor ScienceDirect 55 Legal force of substation change orders Setiyawan, A. 2025 Electrical Contractor ScienceDirect 56 Factors of electrical contractor work accidents Gholizadeh, H. 2021 Electrical Contractor ScienceDirect 57 Leadership main contractor & bullying subcontractor Hidzir, NNM 5411 Electrical Contractor ScienceDirect 58 Electrical recruitment & retention strategies Electricity International 2023 Electrical Contractor ScienceDirect 59 Electrical contractor software market forecast Verified Market Research 2024 Electrical Contractor ScienceDirect 60 Tunnel project control and trust tensions Swarth, A. 2025 Electrical Contractor ScienceDirect Thematic Analysis The values of Tri Hita Karana (THK) which include harmony with God (Parhyangan), fellow human beings (Pawongan), and the environment (Palemahan) have been proven to be implemented in various sectors such as tourism, finance, education, and CSR, and encourage innovation and organizational performance (Yasa et al., 2020) (Ariani et al., 2024) (Sudiarta et al., 2024) . On the other hand, technology orientation enhances green, digital, and process innovation through innovation capabilities, innovative leadership, and technology strategies that have a positive impact on financial and market performance (Ali et al., 2024) (Kim & Park, 2023) (Demirkan & Yildiz, 2024) . The integration of THK in technology orientation strengthens Sense of The purpose of the organization, innovative collaboration based on social values, and sustainable innovation that is in 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 1870 line with environmental values, so that it is relevant to be applied in electrical contractor companies in Indonesia to support the adoption of new ethical technologies and create competitive advantages through innovation that is in line with local wisdom and the needs of sustainable development. Recent studies have shown that market orientation has a strategic role as a driver of innovation and creator of competitive advantage in various SME sectors, where market orientation improves business performance through integration with integrated marketing communications (Setiawan et al., 2024) , moderated by competitive advantages such as in Jambi SMEs (Hidayat et al., 2024) , and mediated by product innovation (Rifai et al., 2024) and marketing capabilities and competitive strategies (Ahmed et al., 2024) . In addition, product knowledge strengthens the relationship between market orientation and SME performance. (Rahmawati, N. et al., 2024) , and other studies emphasize Customer Orientation as the most important component in creating innovation based on consumer needs (Prabowo et al., 2024) Factors such as Managerial Professionalization , internal communication, and material incentives also support market orientation (Vukovic et al., 2024) , while social media plays a supporting role, although competitive advantage only mediates the influence of social media, not market orientation itself (Yuniarti et al., 2024) . Knowledge Integration Sharing with Market Orientation has also been proven to improve business performance (Sapta Putra, R., 2024) , and in the creative industry, market orientation is integrated with Strategic Planning and innovation drive international performance with Market Dynamics as a moderator (Sari et al., 2024) . This finding confirms that market orientation is not only the foundation for marketing strategy adaptation and product innovation, but also the main driver in creating sustainable competitive advantage through proactive responses to market dynamics and needs. Research shows that innovation has a significant mediating role in the relationship between technology orientation and market orientation on organizational performance, where technology orientation is proven to drive green innovation performance through innovation capability in the manufacturing sector (Ali et al., 2024) and strengthen digital innovation in the electronics industry (Kim & Park, 2023) , while technology orientation together with market orientation has a significant effect on the adoption of Industry 4.0 technology and market performance with innovation capability as the main mediator (Wang, Y., Li, J., & Zhang, 2024) . Furthermore, digital capability and innovative leadership strengthen the relationship between technology orientation and green process innovation (Zhang et al., 2023) , and the integration of digital platforms with innovation capability increases the effectiveness of technology orientation in the Asia Pacific region (Sari et al., 2024) . In the context of market orientation, product innovation mediates the influence of market orientation towards SME performance (Rifai et al., 2024) , while Knowledge Sharing and Market Orientation together improves business performance (Sapta Putra, R., 2024) . These findings underline that innovation, whether in the form of product, process, or digital innovation, is an important mediating factor that bridges technology and market orientation to create superior, competitive, and adaptive business performance to environmental changes in the current digital era. 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 1871 Discussion The synthesis of the research results shows that the integration of local Tri Hita Karana (THK) values with technology orientation and market orientation provides a significant contribution in driving innovation and creating organizational competitive advantage. THK values that emphasize spiritual, social, and environmental harmony are proven to underlie spiritual leadership, sustainable business strategies, and local wisdom-based innovation in various sectors, which are relevant to be applied in the context of electrical contractor companies in Indonesia to ensure that technology adoption is carried out ethically and sustainably. Meanwhile, technology orientation plays a direct role in increasing green, digital, and process innovation through strong innovation capabilities and technology strategies, which ultimately improve financial and market performance. Figure 2. VOS Viewer Results Market orientation also emerged as a major driver of innovation and competitive advantage by driving product innovation, leveraging marketing capabilities, and emphasizing Customer Orientation in responding to market needs proactively. Furthermore, innovation has been proven to have an important mediating role in the relationship between technology and market orientation on organizational performance, because product, process, and digital innovations become a bridge that connects these orientation strategies to produce adaptive and superior business performance in the digital era. Thus, this synthesis confirms that collaboration between technology orientation, market orientation, and innovation based on local THK values will be a solid strategic foundation in increasing organizational competitiveness and sustainability amidst the dynamics of changes in the current global business environment. 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 1872 Figure 2. VOS Viewer Results The research findings that emphasize the integration of local Tri Hita Karana (THK) values with technology orientation and market orientation have high relevance both theoretically and practically for the electrical contractor sector in Indonesia. Theoretically, these results support the theory of technology orientation and market orientation which states that both orientations are the main foundations of innovation and the creation of competitive advantages for companies (Ali et al., 2024) (Wang, Y., Li, J., & Zhang, 2024) , and strengthen the sustainable innovation model based on innovation capabilities and innovative leadership. The integration of THK as a local value also emphasizes the importance of the cultural contingency approach in strategic management theory, where spiritual, social, and environmental harmony are differentiating factors in the implementation of ethical and sustainable technological innovation. Practically, these findings provide direction for electrical contractor companies to implement technology orientation by adopting new technologies and project digitalization wisely and increasing productivity and quality through green innovation and efficient processes. In addition, market orientation can be utilized to understand client needs and project dynamics, thereby creating adaptive and superior service solutions. The mediation of innovation in the relationship between technology and market orientation with organizational performance emphasizes that electrical contractors need to build a culture of innovation based on local values so that their technological transformation and marketing strategies have an optimal impact on business performance, occupational safety, and sustainability of construction projects in Indonesia. 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 1873 Although previous studies have emphasized the importance of technology orientation in driving green, digital, and process innovation (Ali et al., 2024) (Kim & Park, 2023) as well as the strategic role of market orientation in creating product innovation and competitive advantage (Setiawan, C., & Amelia, 2024) (Hidayat et al., 2024) , there is a significant research gap related to the lack of integration of local cultural values, especially Tri Hita Karana (THK), in the development of technology and market orientation theory. Most studies focus on innovation capability, innovative leadership, and market factors as drivers of performance, but not many have reviewed how local values such as spiritual, social, and environmental harmony can be internal factors that mediate the effectiveness of technology and market orientation in improving organizational innovation and performance, especially in the electrical contractor sector in Indonesia. This limitation indicates the need for in-depth research to examine how the integration of local cultural values into technology and market orientation theory can create a more contextual, relevant, and local wisdom-based strategic management model that is able to answer the challenges of implementing sustainable technological innovation in the national construction industry. CONCLUSION This Systematic Literature Review (SLR) highlights the significant theoretical and practical contributions of integrating the local cultural values of Tri Hita Karana (THK) with technology orientation and market orientation. Theoretically, it confirms that technology orientation fosters green, digital, and process innovation through enhanced capabilities and leadership, while market orientation drives product innovation and adaptive business strategies tailored to consumer needs. Practically, the review demonstrates that applying THK-based technology and market orientation strengthens a sense of purpose, social harmony, and sustainable innovation, supporting competitive advantage, particularly in the Indonesian electrical contractor sector, which faces technological transformation and sustainable development challenges. 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