Pratama, Reza (2024) PENGARUH ORIENTASI PASAR DAN INOVASI PRODUK TERHADAP KINERJA PEMASARAN MELALUI KEUNGGULAN BERSAING SEBAGAI VARIABEL INTERVENING (Survei pada Pelaku UMKM Kedai Kopi di Kecamatan Kuningan). S1 / D3 thesis, Universitas Kuningan.

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Official URL: https://rama.uniku.ac.id

Abstract

Penelitian ini dilakukan pada UMKM Kedai Kopi di Kecamatan Kuningan. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh orientasi pasar dan inovasi produk terhadap kinerja pemasaran melalui keunggulan bersaing sebagai variabel intervening. Populasi dalam penelitian ini sebanyak 32 responden dengan metode pengambilan sampel sampling jenuh, metode pengumpulan data menggunakan angket, teknik analisis data yang digunakan dalam penelitian ini adalah uji analisis jalur. Hasil dari pengujian menyatakan bahwa (1) Orientasi pasar berpengaruh positif dan signifikan terhadap keunggulan bersaing (2) Inovasi produk berpengaruh positif dan signifikan terhadap keunggulan bersaing (3) Orientasi pasar berpengaruh positif dan signifikan terhadap kinerja pemasaran (4) Inovasi produk tidak berpengaruh terhadap kinerja pemasaran (5) Keunggulan bersaing berpengaruh positif dan signifikan terhadap kinerja pemasaran (6) Keunggulan bersaing memediasi orientasi pasar terhadap kinerja pemasaran (7) Keunggulan bersaing memediasi inovasi produk terhadap kinerja pemasaran.
Kata Kunci: Orientasi Pasar, Inovasi Produk, Keunggulan bersaing, Kinerja Pemasaran

This research was conducted on Coffee Shop SMEs in Kuningan District. The purpose of this study was to determine the influence of market orientation and product innovation on marketing performance through competitive advantage as an intervening variable. The population in this study consisted of 32 respondents with a saturated sampling method, data collection method using questionnaires, and data analysis technique using path analysis test. The results of the testing indicated that (1) Market orientation had a positive and significant effect on competitive advantage (2) Product innovation had a positive and significant effect on competitive advantage (3) Market orientation had a positive and significant effect on marketing performance (4) Product innovation had no effect on marketing performance (5) Competitive advantage had a positive and significant effect on marketing performance (6) Competitive advantage mediated the effect of market orientation on marketing performance (7) Competitive advantage mediated the effect of product innovation on marketing performance.
Keywords: Market Orientation, Product Innovation, Competitive Advantage, Marketing Performance

Item Type: Thesis (S1 / D3)
Uncontrolled Keywords: Orientasi Pasar, Inovasi Produk, Keunggulan bersaing, Kinerja Pemasaran Market Orientation, Product Innovation, Competitive Advantage, Marketing Performance
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: S.E Reza Pratama
Date Deposited: 13 Mar 2025 12:39
Last Modified: 13 Mar 2025 12:39
URI: https://rama.uniku.ac.id/id/eprint/2518

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