The Influence of Market Orientation on Product Innovation in The Palm Sugar Industry in The Watchunu Sub-District and North Poleang Bombana District

Sultan, Sultan; Rianda, La; Herdhiansyah, Dhian

doi:10.33772/tekper.v1i1.11663

Cited by 2 publications

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“…The role of market orientation as outlined through market research in developing product innovation is crucial to encourage competitive advantage in the long term. Through market research and market segmentation (Sultan et al, 2020). Then, business actors can develop the right marketing mix through renewable innovations for the products created.…”

Section: Discussionmentioning

confidence: 99%

Msme Competitive Advantages Reviewed From Entrepreneurship Insight and Market Orientation Aspects With Innovation as a Medium

Julyanthry

Putri

Lie

et al. 2021

Jmbi

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Innovation and creativity in this digital era are needed in developing the business you want to do so that you don't get stuck in daily operational activities and pursue performance targets. Therefore, it takes a solid entrepreneurial spirit from within business actors to create innovation and creativity. In addition, the role of market orientation also plays a major role in providing broad market access so that the product innovations developed can reach end users. Thus, it is hoped that every business undertaken by business actors can survive and increase their competitive advantage. The urgency of this research is to examine the effect of entrepreneurship insight and market orientation on innovation and competitive advantage. On the other hand, This study also tries to confirm the mediating effect of innovation on the impact of entrepreneurship insight and market orientation on competitive advantage. This study uses a causal quantitative research design. The number of samples used in this study were 170 MSME business actors. The data analysis method used is Partial Least Square (PLS). The data analysis test tool uses statistical software Smartpls 3.0. This study concludes that the effect of entrepreneurship insight and market orientation on innovation is positive and significant. Likewise, the influence of entrepreneurship insight and innovation on competitive advantage obtained positive and significant results. On the other hand, the effect of market orientation on competitive advantage obtained positive but not significant results. This study also confirms that innovation can mediate the relationship between entrepreneurial insight and market orientation to competitive advantage.

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Section: Discussionmentioning

confidence: 99%

Msme Competitive Advantages Reviewed From Entrepreneurship Insight and Market Orientation Aspects With Innovation as a Medium

Julyanthry

Putri

Lie

et al. 2021

Jmbi

View full text Add to dashboard Cite

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“…Beberapa penelitian tentang orientasi pasar terhadap inovasi produk sudah pernah dilakukan, seperti penelitian yang dilakukan oleh Sukartini et al, (2019) yang menemukan bahwa orientasi pasar juga dikatakan memiliki pengaruh positif dan signikan terhadap kinerja pemasaran UKM pengerajin kayu di kota Gianyar. Alhakimi & Mahmoud (2020) dan Sultan et al, (2020) dalam penelitiannya juga memperlihatkan orientasi pasar memiliki pengaruh positif dan signikan terhadap penciptaan inovasi produk pada UKM. Yaskun & Sudarmiatin (2021)…”

Section: Peran Inovasi Produk Dalam Memediasi Pengaruh Orientasi Pasa...unclassified

Peran Inovasi Produk Dalam Memediasi Pengaruh Orientasi Pasar Terhadap Kinerja Pemasaran Usaha Kecil Menengah

Adiya Putri,

Aksari,

Warmika

2024

EEB

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Di tengah situasi pandemi, perusahaan dituntut untuk bisa membuat inovasi-inovasi baru dengan memperhatikan kebutuhan dan minat pelanggan untuk meningkatkan kinerja pemasaran. Tujuan penelitian ini adalah untuk mengetahui peran inovasi produk dalam memediasi pengaruh orientasi pasar terhadap kinerja pemasaran usaha kecil menengah. Penelitian ini menggunakan metode non-probability sampling, sampling jenuh dengan 64 responden. Pengumpulan data dilakukan dengan menggunakan kuesioner dan dianalisis dengan menggunakan teknik analisis jalur. Hasil dari penelitian ini menunjukkan bahwa orientasi pasar berpengaruh positif tidak signifikan terhadap kinerja pemasaran, orientasi pasar berpengaruh positif dan signifikan terhadap inovasi produk, inovasi produk berpengaruh positif tidak signifikan terhadap kinerja pemasaran, serta inovasi produk dinyatakan tidak mampu memediasi hubungan antara orientasi pasar terhadap kinerja pemasaran usaha kecil menengah kerajinan perhiasan emas dan perak di desa Singapadu. Penelitian ini dapat digunakan sebagai referensi untuk penelitian lainnya terkait dengan kinerja pemasaran.

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The Influence of Market Orientation on Product Innovation in The Palm Sugar Industry in The Watchunu Sub-District and North Poleang Bombana District

Cited by 2 publications

References 0 publications

Msme Competitive Advantages Reviewed From Entrepreneurship Insight and Market Orientation Aspects With Innovation as a Medium

Msme Competitive Advantages Reviewed From Entrepreneurship Insight and Market Orientation Aspects With Innovation as a Medium

Peran Inovasi Produk Dalam Memediasi Pengaruh Orientasi Pasar Terhadap Kinerja Pemasaran Usaha Kecil Menengah

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