Product Innovation Strategy To Improve Company Performance PT. Jakarta Cakratunggal Steel Mills. The purpose of this study was to determine the effect of market orientation, leadership style, competence of human resources and strategic alliances on product innovation, as well as the effect of all these variables on company performance. The research sample is 50 respondents who are managers and directors level employees, as well as 100 employees from PT. Jakarta Cakratunggal Steel Mills in every part. The sampling technique is purposive sampling. Collecting data using questionnaires and FGD. The data analysis technique used Structural Equation Modeling (SEM) analysis which was processed with SmartPLS software. The results of the study prove that the variables of market orientation, leadership style, human resource competence and strategic alliances have an effect on product innovation and have a significant effect on company performance. The results also show the product innovation strategy plan by referring to the strategies from the results of the analysis that have been carried out and selecting the right strategy to improve the company's performance.

Keywords : Product Innovation, Company Performance, Life Cycle, Market Orientation, Strategic Alliance, Human Resource Competence.