KEUNGGULAN BERSAING BERBASIS BUDAYA DAN INOVASI PRODUK: SEBUAH EKSPLORASI MODEL KONSEPTUAL

Frans Sudirjo

Abstract


The long term aim of this study is to develop a superior competitive conceptual model which is based on culture and product innovation. The specific target of this study empirically tests the effects of consumers knowledge management to the competitive superioritywhich is based on the culture, the product differentiation effects of competitive superiority, the influence of superior competitive which is based on culture to the marketing performance, the influence of Research and Development intensity to the product innovation, theinfluence of management of competitors knowledgeto the product innovation and the influence of product innovation to the marketingperformance. The Sampling techniques used is based on the simple random sampling. The sample used is the director of 110 medium-scale furniture industries in Central Java Province. The data is obtained by having interviews. In collecting the data, a combination of open questions and closed questions have been given to the respondents. Structural Equation Modeling is implemented for analyzing the data. The findings in this study may enrich the literature so that it cancreate superior value and innovation. Then, the performance of companies can improve.

Tujuan jangka panjang penelitian ini adalah mengembangkan sebuah model konseptual keunggulan bersaing berbasis budaya dan inovasi produk. Target khusus penelitian ini menguji secara empirik pengaruh pengelolaan pengetahuan pelanggan terhadap keunggulan bersaing berbasis budaya, pengaruh diferensiasi produk terhadap keunggulan bersaing berbasis budaya dan pengaruh keunggulan bersaing berbasis budaya terhadap kinerja pemasaran, pengaruh intensitas litbang terhadap inovasi produk, pengaruh pengelolaan pengetahuan pesaing terhadap inovasi produk, dan pengaruh inovasi produk terhadap kinerja pemasaran.Teknik sampling berdasarkan simple random sampling, Sampel yang digunakan adalah 110 direktur industri mebel skala menengah di Propinsi Jawa Tengah. Data yang diperoleh dalam penelitian ini didapat dengan cara wawancara. Pengumpulan data dengan mengguna-kan kombinasi pertanyaan terbuka dan pertanyaan tertutup, yang diberikan kepada responden. Data yang terkumpul selanjutnyadianalisisdenganteknik menggunakan Structural Equation Modelling (SEM). Temuan teoretis dalam penelitian ini adalah dapat memperkaya literatur menciptakan nilai superior dan menciptakan inovasi dapat meningkatkan kinerja perusahaan.


Keywords


consumer; differentiation; research and development; competitor; advantage; innovation; performance

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DOI: https://doi.org/10.15294/jejak.v5i2.3908

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