Consumer desire is something that is very vital to be criticized in product design. Clothing products are also known as the time changing industry, which is an industry that must continue to innovate to meet consumer desires. Berastagi clothing products are one of the typical souvenirs of the Berastagi tourism area. Based on a preliminary survey conducted on 84 tourists, 70.24 percent stated that the dress design was not attractive. As many as 70 percent of the tourists state that the design of these clothes is outdated. Therefore it is necessary to design new clothes designs. The method used in this study is kansei engineering to identify the kansei, items, and product categories that are consumer’s preferences. In this study, four questionnaires were used. The first questionnaire is an open questionnaire that is used to analyze the product word kansei. The results are obtained in the form of nineteen kansei words which will be used as input to the second questionnaire. Each kansei word was assessed by the respondent using a semantic differential scale. The results of the data adequacy test for the second questionnaire obtained N ‘value of 91 while the number of samples was 93 so that the data was sufficient. The results of the validity test state that all kansei words are valid. The reliability test yields a value of 0.907 or greater than 0.60 so that the data is considered reliable. MSA and KMO test results obtained all valid data. Questionnaire III was used to determine product stimulus. The results of the second questionnaire were analyzed for conjoint analysis in order to obtain 8 product stimuli. Questionnaire IV is used to find out the models used to fulfill each customer’s kansei words. In addition, an analysis of the main preferences of customers was also carried out. The final result is that the model with the highest utility which is the customer’s preference is clothing with cotton materials, ikat motif, cardigan models, white color, and long sleeves.
This research contributes to an advance in scientific discussion of the inconsistent findings on the effect of entrepreneurial orientation on product innovation. Contradictory results also occur in the relationship between the influence of product innovation and business performance. Therefore, this research contributes to promoting product innovation by empowering the effect of entrepreneurial orientation on product innovation. This study has three purposes, namely analyzing the effect of entrepreneurial orientation on product innovation, examining the relationship between product innovation and business performance, and investigating the impact of entrepreneurial orientation on business performance. The respondents of this study were 104 coffee MSMEs located in Temanggung. Data were taken using the purposive sampling method with a questionnaire and distributed online during July-August 2022. This study used Partial Least Square Structural Equation Model (PLS-SEM) to examine three hypotheses. This analysis proves that entrepreneurial orientation improves product innovation. Then, product innovation has a positive effect on business performance. Entrepreneurial orientation and product innovation concurrently increase the level of business performance level. This study backs a scientific contribution that product innovation mediates the positive relationship between entrepreneurial orientation and business performance.
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