PENGARUH ORIENTASI PASAR DAN INOVASI PRODUK TERHADAP KEUNGGULAN BERSAING DAN KINERJA PEMASARAN PENGOLAHAN RUMPUT LAUT DI WAKATOBI

Oktavinus Oktavinus · Sudirman Zaid · Hayat Yusuf

16 citations0/0 files storedJurnal Ilmu Manajemen Universitas Tadulako (JIMUT)

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Innovation and Knowledge Management Agriculture and Agroindustry Studies

Abstract

The purpose of this study was to find out and analyze the influence of market orientation and product innovation on competitive advantage and the performance of marketing seaweed processing in Wakatobi. The variables of this study are market orientation, product innovation, competitive advantage and marketing performance. The population of this study was seaweed farmer groups with the number of respondents 48. The analysis used was descriptive and inferential analysis with the help of path analysis tools. The results of this study indicate that the direct influence of market orientation, product innovation and competitive advantage has a positive and significant effect on the performance of seaweed processing marketing in Wakatobi. While the indirect influence of market orientation and product innovation on marketing performance through competitive advantage plays a role in pseudo mediating.Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh orientasi pasar dan inovasi produk terhadap keunggulan bersaing dan kinerja pemasaran pengolahan rumput laut di Wakatobi. Variabel penelitian ini adalah orientasi pasar, inovasi produk, keunggulan bersaing dan kinerja pemasaran. Populasi penelitian ini adalah kelompok petani rumput laut dengan jumlah responden 48. Analisis yang digunakan adalah analisis deskriptif dan inferensial dengan bantuan alat analisis jalur. Hasil penelitian ini menunjukkan bahwa pengaruh langsung orientasi pasar, inovasi produk dan keunggulan bersaing berpengaruh positif dan signifikan terhadap kinerja pemasaran pengolahan rumput laut di Wakatobi. Sedangkan pengaruh tidak langsung orientasi pasar dan inovasi produk terhadap kinerja pemasaran melalui keunggulan bersaing berperan dalam memediasi semu.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 16 citations exist upstream.

References

1993Market Orientation: Antecedents and Consequences 1995Market Orientation and the Learning Organization 1993Market Orientation: Antecedents and Consequences 2014Sustainable Competitive Advantage in Service Industries: a Conceptual Model and Research Propositions 2000An analysis of sources of competitiveness and performance of Chinese manufacturers 2018Inovasi Produk dan Keunggulan Bersaing: Pengaruhnya terhadap Kinerja Pemasaran (Studi pada Usaha Nasi Kuning di Kelurahan Batu Meja Kota Ambon)

Cited by

2023Role of Competitive Advantage in Mediating the Effect of Market Orientation on Marketing Performance of Small Medium Enterprise (SME): Study on the Gold and Silver Jewelry Craft Industry in Singapadu Village, Gianyar, Indonesia

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.