Marketing Performance Berbasis Product Innovativeness dan Islamic Differentiation Advantage

Firdaus Firdaus

Abstract


Penelitian ini bertujuan untuk menjelaskan sifat dar islamic differentiation advantage (IDA), Cost Advantage (CA) pada kinerja pemasaran UKM. IDA dan CA adalah driver yang dapat menciptakan keunggulan tersendiri yang mampu meningkatkan kinerja pemasaran dalam UKM , sedangkan Product Innovativeness (PI) dianggap sebagai tuas utama keunggulan kompetitif dalam menghadapi dunia bisnis yang dinamis dan lingkungan bisnis yang kompleks. Metodologi survei digunakan untuk mengumpulkan data. Untuk memperjelas hubungan antara kemampuan PI, kemampuan IDA dan CA terhadap MP, tinjauan literatur kualitatif telah dilakukan. Ulasan ini telah mengungkapkan satu model struktural menghadirkan interaksi yang mungkin antara konstruk diamati. Confirmatory factor analisis telah digunakan untuk evaluasi model pengukuran yang diusulkan sementara pemodelan persamaan struktural telah digunakan untuk model struktural ' penilaian dan pengujian hipotesis. Kemampuan Product Innovativeness Meningkatkan kemampuan islamic differentiation advantage and Cost Advantage yang meningkatkan kemampuan Marketing Performance. Akibatnya, kemampuan Product Innovativeness mampu meningkatkan marketing performance melalui kemampuan islamic differentiation advantage and Cost Advantage. Dari uji statistika yang dilakukan ditemukan bahwa cost advantage lebih dominan mempengaruhi kinerja pemasaran dibandingkan islamic differentiation advantage dalam penelitian ini.

 


Keywords


Product Innovativeness, Islamic Differentiation Advantage, Cost Advantage and Marketing Performance, SME’S

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DOI: http://dx.doi.org/10.31332/lifalah.v5i1.1737

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