Membangun Kinerja Pemasaran Berbasis Inovasi Produk Dan Keunggulan Bersaing Kerajinan Batik

Siti Fatonah, I Gusti Putu Diva Awatara

Abstract


Dalam dunia bisnis, persaingan menjadi semakin ketat. Pada saat kompleksitas dan dinamika lingkungan bisnis meningkat secara intens, perusahaan-perusahaan mulai terdorong untuk lebih memperkuat basis strateginya dengan konsep-konsep seperti customer focused atau oriented cultur. masyarakat. Terdapat beberapa faktor yang dapat mempengaruhi kinerja pegawai. Tujuan penelitian ini adalah menguji kinerja pemasaran berbasis inovasi produk dan keunggulan bersaing. Teknik pengumpulan data yang dilakukan dalam penelitian ini menggunakan kuesioner. Data yang digunakan adalah data primer dari jawaban responden. Teknik pengambilan sampel dalam penelitian ini menggunakan random sampling, dalam penelitian ini sampel yang digunakan adalah 110  industri batik. Metode analisis data diuji dengan Stuctural Equation Modeling melalui program Smart PLS (Partial Least Square). Hasil penelitian menunjukkan bahwa ketidakpastian lingkungan berpengaruh pengaruh positif dan signifikan  terhadap inovasi produk, intensitas litbang berpengaruh pengaruh positif dan signifikan  terhadap inovasi produk, inovasi produk berpengaruh pengaruh positif dan signifikan  terhadap kinerja pemasaran, orientasi produk berpengaruh pengaruh positif dan signifikan  terhadap keunggulan bersaing, orientasi pelanggan berpengaruh pengaruh positif dan signifikan  terhadap keunggulan bersaing, keunggulan bersaing berpengaruh pengaruh positif dan signifikan  terhadap kinerja pemasaran.

Keywords


Ketidakpastian lingkungan, Inovasi produk, Intensitas litbang, Orientasi produk, Keunggulan bersaing, Orientasi pelanggan, Kinerja pemasaran

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