Market Orientation And Product Innovation To Increase Competitive Advantages And Its Impact On Marketing Performance

Dikdik Harjadi(1*), Dewi Fatmasari(2), Ayu Siti Nurhasanah(3),


(1) Universitas Kuningan
(2) IAIN Sheikh Nurjati Cirebon
(3) Universitas Kuningan
(*) Corresponding Author

Abstract


This study aims to find out the effect of market orientation and product innovation on competitive advantage in relation to marketing performance on food SMEs (Small Medium Enterprises) in Darma Sub-District, Kuningan District, West Java. By applying a total sampling method, 42 food SMEs in Darma Sub-District were selected as samples in this study. Meanwhile, the research method used in this study was descriptive-verificative method. Basically, there were thee variables in this study, namely; 1) dependent variable (Z) – in this case, performance marketing; 2) intervening variable (Y) – in this case, competitive advantage; and 3) independent variable (X) – which includes market orientation (X1) and product innovation (X2). The collected data were then analyzed by applying path analysis and IBM SPSS 21.0. The result showed that; 1) market orientation has a positive and significant effect on competitive advantage with value (0,029 < 0,05); 2) product innovation has a positive and significant effect on competitive advantage with value (0,000 < 0,05); 3) market orientation has a positive and significant effect on marketing performance with value (0,045 < 0,05); 4) product innovation has a positive and significant effect on marketing performance with value (0,033 < 0,05); and 5) competitive advantage has a positive and significant effect on marketing performance with value (0.000 < 0,05).

Full Text:

PDF

References


Akbar, A., Zain, M., Sambasivan, M., & Imm, S. S. (2013). Market orientation, government regulation, competitive advantage and internationalization of SMEs: A study in Malaysia. Jurnal of Business Administration Research, 2(2).

Calantine, R J., Cavusgil, & Zhao, Y. (2002). Learning orientation, firm innovation capability and firm performance. Industrial Marketing Management, 3(1).

Dustin, G., Bharat, M., & Jitendra M (2014). Competitive advantage and motivating innovation. Advance in Management, 8(1).

Ferdinand, A. (2000a). Manajemen pemasaran: Sebuah pendekatan strategy. (Unpublished thesis). Program Magister Manajemen Universitas Diponegoro.

Ferdinand, A. (2000b). Structural equation modelling dalam penelitian manajemen. Semarang: Pustaka Kunci.

Ghorbani, H., Dalvi, M. R., & Hirmanpour, I. (2014). Studying the effect of market orientation on marketing effectiveness: A Case study. IJARBSS, 4(1).

Grinstein, A. (2008). The relationships between market orientation and alternative strategic orientations A meta-analysis. European Journal of Marketing, 42(1/2), 115–134.

Herman, H., Hady, H., & Arafah, W. (2018). The influence of market orientation and product innovation on the competitive advantage and its implication toward small and medium enterprise performace. International Journal of Science and Engineering Invention, 4(8).

Irfanunnisa, T., & Hartanti, R. (2013). Peningkatan kinerja pemasaran melalui optimalisasi keunggulan bersaing. Jurnal EKOBIS, 14(2).

Jayaningrum, E., & Sanawiri, B. (2018). Pengaruh orientasi pasar, inovasi, orientasi kewirausahaan terhadap keunggulan bersaing dan kinerja pemasaran. Jurnal Administrasi Bisnis, 54(1).

Kamya, M. T, Ntayi, J. M., & Ahiauzu, A. (2010). Knowledge management and competitive advantage: The interaction effect of market orientation. African Journal of Business Management, 4(14), 2971-2980.

Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct research proposition, and managerial implication. Journal of Marketing, 7(2).

Kumar, V., Jones, E., Venkatesen, R., & Leone, R. P. (2011). Is market orientation a source of sustainable competitive advantage or simply the cost of competing? Journal of Marketing, 75(1).

Liu, S., Luo, & Shi, Y. (2002). Integrating customer orientation in organization in transitional: An empirical study. International Journal of Business Research in Marketing, 19(3).

Medhika, G., & Yasa. (2018). Peran keunggulan bersaing dalam memediasi orientasi pasar dan orientasi kewirausahaan dengan kinerja UKM. INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 1(2).

Mustika, D. A., Wahyuni, S., & Widodo, J. (2018). Pengaruh orientasi pasar dan inovasi produk terhadap kinerja pemasaran. Jurnal Pendidikan Ekonomi, 13(2).

Narver, J. C., & Slater, S. F. (1990). The effect of market orientation on business profitability. Journal of Marketing, 4(1).

Porter, M. E. (2004).Competitif strategy. New York: The Free Press.

Prasetya, D. I. (2002). Lingkungan eksternal, faktor internal, dan orientasi pasar pengaruhnya terhadap kinerja pemasaran. Jurnal Sains Pemasaran Indonesia, 1(3), 219-240.

Puspaningrum, A. (2017). The effect of market orientation and innovation on competitive advantage. Research Journal of Business and Management, 4(4).

Scholastica, E., & Maurice, I. (2013). The relationship between market orientation firm, innovativeness and business performance of companies in Nigeria. International Journal of Asian Social Science, 3(11).

Sefnedi. (2017). The market orientation and performance relationship: The empirical link in private universities. Jurnal Manajemen dan Kewirausahaan, 19(1).

Stanton, W. J. (2012). Prinsip Pemasaran. Terj. Lamarto, Y. Jakarta: Erlangga.

Sugiyono. (2012). Metode Penelitian Bisnis. Bandung: Alfabeta.

Suharto, & Subagja, I. K. (2018). The influence of market orientation and entrepreneurial orientation to competitive advantage through business innovation: Study on Batik Trusmi Cirebon West Java Province Indonesia.

Supriyanto, A., Sukrina, H. R., & Abidin, M. Z. (2017). Pengaruh orientasi pasar dan inovasi produk terhadap keunggulan bersaing. Prosiding Seminar Nasional AIMI, 27-28 Oktober 2017.

Swastha, B. (2000). Manajemen Pemasaran Modern (Edisi Kedelapan). Yogyakarta: Liberty.

Wahyono. (2003). Orientasi pasar dan inovasi: Pengaruhnya terhadap kinerja pemasaran. Jurnal Sains Pemasaran Indonesia, 1(1).




DOI: 10.24235/amwal.v1i1.5457

Article Metrics

Abstract view : 60 times
PDF - 33 times

Refbacks

  • There are currently no refbacks.


 Al Amwal Indexed by:

          

 

 

This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge. Creative Commons Licence
This work is licensed under a Creative Commons Attribution 4.0 International License.-->View My Stats