KEUNGGULAN KOMPETITIF BERKELANJUTAN PADA KLASTER UKM JENANG KABUPATEN KUDUS MELALUI INOVASI PRODUK DAN KAPABILITAS PEMASARAN

Mochamad Edris, Hasan Asy'ari

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh Inovasi Produk dan Kapabilitas Pemasaranterhadap Keunggulan Kompetitif yang Berkelanjutan Klaster Usaha Kecil Menengah Jenang di KabupatenKudus. Metode penelitian yang digunakan adalah Penelitian Kuantitatif berupa Deskriptif dan Verifikatif. 15Usaha Kecil Menengah Klaster jenang dipilih sebagai sampel dengan jumlah responden sebanyak 150 orang.Pengumpulan data menggunakan instrumen kuesioner. Metode analisis menggunakan Structural EquationModelling (SEM). Hasil penelitian menyimpulkan bahwa Inovasi Produk berupa produk eksklusif, berbasisbudaya, design kemasan, ciri khas produk jenang dan rasa dan Kapabilitas Pemasaran berupa kepuasanpelanggan, program pemasaran yang efektif, kesuksesan produk baru, penciptaan keunggulan, promosi yangdilakukan dan distribusi akan mampu menciptakan Keunggulan Kompetitif yang Berkelanjutan yangsignifikan pada Klaster Usaha Kecil Menengah Jenang di Kabupaten Kudus.

Keywords


Keunggulan Kompetitif yang Berkelanjutan, Inovasi Produk, Kapabilitas Pemasaran.

Full Text:

PDF

References


Aziz, N. N. A., & Samad, S. (2016). Innovation and Competitive Advantage: Moderating

Effects of Firm Age in Foods Manufacturing SMEs in Malaysia. Procedia Economics and Finance, 35(October 2015), 256–266. https://doi.org/10.1016/s2212-5671(16)00032-0

Cantele, S., & Zardini, A. (2018). Is sustainability a competitive advantage for small

businesses? An empirical analysis of possible mediators in the sustainability–financial

performance relationship. Journal of Cleaner Production, 182, 166–176.

https://doi.org/10.1016/j.jclepro.2018.02.016

Day, G. (2012). The of Market-Drive Capabilities Organizations. Journal of Marketing,

(4), 37–52. https://doi.org/10.2307/1251915

Dirisu, J. I., Iyiola, O. O., & S., I. O. (2014). Product differentiation: A tool of competitive

advantage and optimal prganizational Performance (A study of UNILEVER NIGERIA PLC).

European Scientific Journal, 9(34), 258–281.

Distanont, A., & Khongmalai, O. (2018). The role of innovation in creating a competitive

advantage. Kasetsart Journal of Social Sciences, 1–7.

https://doi.org/10.1016/j.kjss.2018.07.009

Frösén, J., Jaakkola, M., Sihvonen, A., Huhtala, J.-P., & Tikkanen, H. (2014). Market

orientation, innovation capability and business performance. Baltic Journal of Management,

(2), 134–152. https://doi.org/10.1108/bjm-03-2013-0044

Gunara, Thorik & Hardiono, U. S. (2006). Marketing Muhammad. Takbir Publishing House.

Hunt, S. D., & Morgan, R. M. (2006). The Comparative Advantage Theory of Competition.

Journal of Marketing, 59(2), 1. https://doi.org/10.2307/1252069

Kamboj, S., Goyal, P., & Rahman, Z. (2015a). A Resource-Based View on Marketing

Capability, Operations Capability and Financial Performance: An Empirical Examination of

Mediating Role. Procedia - Social and Behavioral Sciences, 189, 406–415.

https://doi.org/10.1016/j.sbspro.2015.03.201

Kamboj, S., Goyal, P., & Rahman, Z. (2015b). A Resource-Based View on Marketing

Capability, Operations Capability and Financial Performance: An Empirical Examination of

Mediating Role. Procedia - Social and Behavioral Sciences, 189, 406–415.

https://doi.org/10.1016/j.sbspro.2015.03.201

Kim, K. H., Jeon, B. J., Jung, H. S., Lu, W., & Jones, J. (2012). Effective employment brand

equity through sustainable competitive advantage, marketing strategy, and corporate image.

Journal of Business Research, 65(11), 1612–1617.

https://doi.org/10.1016/j.jbusres.2011.02.047

Kuncoro, W., & Suriani, W. O. (2018). Achieving Keunggulan Kompeteitif Berkelanjutan

through Inovasi Produk and market driving. Asia Pacific Management Review, 23(3), 186–

https://doi.org/10.1016/j.apmrv.2017.07.006

Lee, J.-S., & Hsieh, C.-J. (2010). A Research In Relating Entrepreneurship, Marketing

Capability, Innovative Capability And Sustained Competitive Advantage. Journal of

Business & Economics Research (JBER), 8(9), 109–120.

https://doi.org/10.19030/jber.v8i9.763

Medrano, N., & Olarte-Pascual, C. (2017). An empirical approach to marketing innovation

in small and medium retailers: an application to the Spanish sector. Contemporary

Economics, 10(3), 205–216. https://doi.org/10.5709/ce.1897-9254.210

Nath, P., Nachiappan, S., & Ramanathan, R. (2010b). The impact of marketing capability,

operations capability and diversification strategy on performance: A resource-based view.

Industrial Marketing Management, 39(2), 317–329.

https://doi.org/10.1016/j.indmarman.2008.09.001

Nath, P., Nachiappan, S., & Ramanathan, R. (2010a). The impact of marketing capability,

operations capability and diversification strategy on performance: A resource-based view.

Industrial Marketing Management, 39(2), 317–329.

https://doi.org/10.1016/j.indmarman.2008.09.001

Nuryakin. (2018). COMPETITIVE ADVANTAGE AND PRODUCT INNOVATION: KEY

SUCCESS OF BATIK SMES MARKETING PERFORMANCE IN INDONESIA, 17(2), 1–

Retrieved from https://search-proquestcom.abc.cardiff.ac.uk/docview/2046107392/fulltextPDF/F5BB1AEC62D44126PQ/23?acco

untid=9883

Panigrahy, N. P., & Pradhan, R. K. (2015). Creativity and Innovation: Exploring the Role of

HR Practices At Workplace. Presentation of Paper at National Conference Organized by

Ravenshaw B-School, (September), 1–17. https://doi.org/10.1016/j.jgg.2013.01.004

Quaye, D., & Mensah, I. (2018). Marketing innovation and Keunggulan Kompeteitif

Berkelanjutan of manufacturing SMEs in Ghana. Management Decision.

https://doi.org/10.1108/MD-08-2017-0784

Srivastava1, M., & , Andy Franklin2, L. M. (2014). Building a Keunggulan Kompeteitif

Berkelanjutan Mukesh, 45, 75–78. https://doi.org/10.4090/juee.2008.v2n2.033040

Sulistyo, H., & Siyamtinah. (2016). Innovation capability of SMEs through entrepreneurship,

marketing capability, relational capital and empowerment. Asia Pacific Management

Review, 21(4), 196–203. https://doi.org/10.1016/j.apmrv.2016.02.002

Trainor, K. J., Rapp, A., Beitelspacher, L. S., & Schillewaert, N. (2011). Integrating

information technology and marketing: An examination of the drivers and outcomes of eMarketing capability. Industrial Marketing Management, 40(1), 162–174.

https://doi.org/10.1016/j.indmarman.2010.05.001

Vorhies, D. W., & Morgan, N. A. (2005). Capabilities for Sustainable Competitive

Advantage. Journal of Marketing, 69(January), 80–94.

Yeşil, S., Koska, A., & Buyukbese, T. (2013). Knowledge Sharing Process, Innovation

Capability and Innovation Performance: An Empirical Study. Procedia - Social and

Behavioral Sciences (Vol. 75). https://doi.org/10.1016/j.sbspro.2013.04.025


Refbacks

  • There are currently no refbacks.