WAHYUNI, WAHYUNI (2017) ANALISIS PENGARUH CO-CREATION DAN ORIENTASI PASAR TERHADAP INOVASI PRODUK UNTUK MENCAPAI KEUNGGULAN BERSAING (Kajian pada Sentra UKM Batik Cirebon, Jawa Barat). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh positif antara co-creation dan orientasi pasar terhadap inovasi produk untuk mencapai keunggulan bersaing. Penelitian ini menggunakan data 105 kuesioner yang dikumpulkan dari Pelaku Usaha Kecil Menengah batik Cirebon di Kampung Batik Trusmi Cirebon sebagai sampelnya. Analisis data yang digunakan adalah Structural Equation Modelling (SEM) pada program aplikasi LISREL. Hasil penelitian ini menunjukan bahwa terdapat pengaruh secara parsial antara variabel co-creation, orientasi pasar, inovasi produk dan keunggulan bersaing pada sentra UKM batik Cirebon. Hal ini dibuktikan dari hasil pengujian hipotesis dan uji model struktural (t-vlue) juga menunjukan nilai signifikan dari keempat variabel yang mendukung hipotesa. Oleh karena itu hasil uji dari penelitian ini menyatakan bahwa terdapat pengaruh secara parsial antara variabel co-creation, orientasi pasar terhadap inovasi produk untuk mencapai keunggulan bersaing pada sentra UKM batik Cirebon – Jawa Barat.This study aims to determine whether there is a positive influence between co-creation and market orientation of product innovation to achieve competitive advantage. This study aimed to determine whether there is a positive influence between the co-creation and market orientation towards product innovation to achieve competitive advantage. This study uses data collected from 105 questionnaires SME Kampung Batik Cirebon batik Trusmi as a sample. Data analysis tool used is Structural Equation Modelling ( SEM ) on the application program LISREL. The result of this research shows that there is partial influence between co-creation variable, market orientation, product innovation and competitive advantage in Cirebon batik UKM center. This is evidenced from the results of hypothesis testing and structural model test (t-vlue) also shows significant value of the four variables that support the hypothesis. Therefore the test result of this research stated that there is partial influence between co-creation variables, market orientation to product innovation to achieve competitive advantage in batik UKM Cirebon - West Java.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 17 427 |
| NIM/NIDN Creators: | 43112120016 |
| Uncontrolled Keywords: | Co-creation, Orientasi Pasar, Inovasi Produk dan Keunggulan Bersaing |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | NAJLA |
| Date Deposited: | 07 Mar 2024 02:08 |
| Last Modified: | 07 Mar 2024 02:08 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/86885 |
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