MARKET ORIENTATION AND PRODUCT INNOVATION AND THE EFFECT ON COMPETITIVE ADVANTAGE (survey on Angklung craftsmen in Padasuka Bandung).

Dr, and Ir, and Soeryanto Soegoto, Eddy and Dr, and Dwi Santy, Raeni and Se, and Si, M (2018) MARKET ORIENTATION AND PRODUCT INNOVATION AND THE EFFECT ON COMPETITIVE ADVANTAGE (survey on Angklung craftsmen in Padasuka Bandung).

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Abstract

Market orientation is something that is important for the company in line with the increasing of global competition and the changes in customer requirements where companies realize that they must always be near to their market. The progress of the craftsmen entirely depends on the ability of the craftsmen to create and foster the competitiveness that can adjust to the changes that occur. In addition to market orientation, product innovation can also be used as a strategy to achieve competitive advantage. The purpose of this study is to determine the market orientation; product innovation; Competitive advantage in SMEs Angklung Craftsmen in Padasuka Bandung; how great the influence of market orientation and product innovation for competitive advantage both simultaneously and partially on SMEs Angklung Craftsmen in Padasuka Bandung. The method used in this research is descriptive method of verification. The unit of analysis of this study is all bamboo angklung craftsmen makers who exist in the area of Padasuka Bandung in 2013 amounted to 35 people in the making of bamboo angklung craftsmen in Padasuka Bandung region. The analysis is used to prove the hypothesis in this study is structural equation modeling (SEM)-based component or variance which is known as Partial Least Square (PLS). The conclusion of this research is market orientation and product innovation altogether affects significantly either partially as well as simultaneously to competitive advantage in SMEs Sentra bamboo angklung craftsmen makers in Padasuka Bandung.

Item Type: Article
Subjects: Member > raeny.wijaya@gmail.com
Divisions: Universitas Komputer Indonesia > Perpustakaan UNIKOM
Date Deposited: 31 Jan 2019 10:24
Last Modified: 31 Jan 2019 10:24
URI: https://repository.unikom.ac.id/id/eprint/58680

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