Peran Environmental Factors dan Komitmen Sumberdaya dalam Menetapkan Strategi Berorientasi Produk Inovatif untuk Meningkatkan Kinerja Pemasaran

Ken Sudarti () and Ermawati Ermawati ()

Jurnal Siasat Bisnis, 2011, vol. 15, issue 2

Abstract: AbstractThis study aims to examine the effect of environmental factors and commitment in determination of product innovation-oriented strategy to improve marketing performance. Subjects were owners of gold jewelry craft SMEs in Jepara Margoyoso village. Research data, which is the primary data, collected through a questionnaire instrument. 50 SME owners craft gold jewelry as a sample drawn by the census method. With path analysis and using SPSS 14 software, this research instrument has been validated with the results so significant that it can be to test eight hypotheses that are developed based on theory. Based on hypothesis testing, seven hypotheses are estimated proved significant, alpha 5%. Only the commitment of resources does not affect the performance of marketing. Product innovation has the greatest direct impact on marketing performance. Environmental factors have a negative impact on product innovation.Keyword: Environmental factors, the commitment of resources, product innovation, performanceAbstrakPenelitian ini bertujuan untuk menguji pengaruh Faktor Lingkungan dan komitmen dalam penetapan strategi berorientasi produk inovasi untuk meningkatkan kinerja Pemasaran. Subyek penelitian adalah pemilik kerajinan perhiasan emas UKM di desa Jepara Margoyoso. Data penelitian, yang merupakan data primer, yang dikumpulkan melalui instrumen kuesioner. 50 pemilik UKM kerajinan perhiasan emas sebagai sampel yang ditarik dengan metode sensus. Dengan analisis jalur dan menggunakan SPSS 14 perangkat lunak, instrumen penelitian ini telah divalidasi dengan hasil signifikan sehingga dapat untuk menguji hipotesis yang dikembangkan berdasarkan teori. Berdasarkan uji hipotesis, tujuh hipotesis terbukti signifikan, alpha 5%. Hanya komitmen sumber daya tidak mempengaruhi kinerja pemasaran. Inovasi produk memiliki pengaruh langsung terbesar pada kinerja pemasaran. Faktor lingkungan memiliki inovasi yang negatif terhadap produk. Kata kunci: Faktor lingkungan, komitmen sumber daya, inovasi produk, kinerja

Date: 2011
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