The Effect of Market Orientation and Product Creativity on Competitive Advantage at Etsuko Kitchen Tomohon

Meisie Tulung, Stefani Angmalisang

Abstract


This study aimed to find out the effect of market orientation and product creativity on the competitive advantage at Etsuko Kitchen Tomohon. The population was the customer of Etsuko Kitchen Tomohon. The number of samples was calculated based on Lemeshow formula that was as many as 100 respondents. Data collection was conducted using questionnaire. Data analysis that used in this study was t-test, F-test and multiple linear regressions processed using SPSS program, version 2022. The results showed that market orientation variable in t-test had tcount value of 5.026 > ttable value of 1.984 and has significant value of 0.000 < 0.05, and product creativity variable had tcount 10.384 > ttable 1.984 and the significant score of 0.000 < 0.05. The research results showed that market orientation variable and the product creativity partially and simultaneously had positive and significant effect on the competitive advantage. Thus, it could be concluded that the role of market orientation and product creativity on the competitive advantage was 74.4% and the remaining, i.e., 25.6%, was influenced by the other variables which were not included in this study.

 

Keywords: Competitive Advantage, Market Orientation, Product Creativity.

Full Text:

PDF

References


Anjaningrum, W., & Sidi, A. (2018). Pengaruh Orientasi Pasar, Inovasi Dan Kreativitas Produk Terhadap Kinerja Industri Kreatif Untuk Mencapai Keunggulan Bersaing. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 12(2), 30-47. https://doi.org/10.32812/jibeka.v12i2.22

Dewi, A. A. M. W., Indriyani, L., & Tripalupi, L. E. (2019). Pengaruh Orientasi Pasar dan Inovasi Produk Terhadap Keunggulan Bersaing Usaha Kerajinan Perak Di Desa Celuk Kecamatan Sukawati Kabupaten Gianyar. Jurnal Pendidikan Ekonomi, 11(2), 466-475. https://ejournal.undiksha.ac.id/index.php/JJPE/article/view/21525/13998

Fatmawati, R. A., Pradhanawati, A., & Nganto, N. (2016). Pengaruh Orientasi Pasar, Orientasi Kewirausahaan Terhadap Keunggulan Bersaing dan Kinerja Pemasaran Pada Warung Kucingan/Angkringan Di Kota Semarang. Jurnal Ilmu Administrasi Bisnis, 5 (3), 351-362. https://ejournal3.undip.ac.id/index.php/jiab/article/view/12526

Hajar, S., & Sukaatmadja, I. (2016). Peran Keunggulan Bersaing Memediasi Pengaruh Orientasi Kewirausahaan Terhadap Kinerja Pemasaran. E-Jurnal Manajemen, 5(10). https://ojs.unud.ac.id/index.php/Manajemen/article/view/23687

Manek, D. (2013). Analisis Pengaruh Orientasi Pasar Terhadap Kinerja Pemasaran Pada Perusahaan Pengolahan Di Kota Semarang. Jurnal Sains Pemasaran Indonesia, 12(2), 121-148. Nainggolan

Marina, S., Hanifah, & Agusinta, L. (2017). Pemasaran Kerelasian Dan Keunggulan Bersaing Unit Bisnis Kargo PT. Garuda Indonesia. Jurnal Manajemen Transportasi & Logistik, 4(3), 267-276. https://journal.itltrisakti.ac.id/index.php/jmtranslog/article/view/166

Narver, J. C. & Slater, S. F. (1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54(2). https://doi.org/10.1177/002224299005400201

Ningrum, N. N., & Pamela, A. B. (2022). Art of Therapy melalui proses kreatif menggambar untuk meningkatkan rasa tanggung jawab pada anak usia 4-5 tahun. Jurnal Penelitian Pendidikan, 22(1), 1-11. https://ejournal.upi.edu/index.php/JER/article/view/45692/19069

Pamilu, A. (2007). Mengembangkan Kreativitas Dan Kecerdasan Anak. Jakarta: Buku Kita

Paramita, C. C. P., & Laura, N. (2019). Mencapai Keunggulan Bersaing Usaha Kecil Menengah. Ikraith Humaniora: Jurnal Sosial dan Humaniora, 3(1), 78-88. https://journals.upi-yai.ac.id/index.php/ikraith-humaniora/article/view/455

Riany, A. I., & Dahmiri, D. (2020). Pengaruh Kreativitas Dan Inovasi Terhadap Keunggulan Bersaing (Studi Kasus Wedding Organizer Hastina Puspita Decoration Kota Jambi). Jurnal Manajemen Terapan Dan Keuangan, 9(2), 94-104. https://doi.org/10.22437/jmk.v9i2.12038

Saryanto. (2018). Produk Kreatif dan Kewirausahaan. Jakarta: PT. Gramedia.

Setiawan, H. (2012). Pengaruh Orientasi Pasar, Orientasi Teknologi Dan Inovasi Produk Terhadap Keunggulan Bersaing Usaha Songket Skala Kecil di Kota Palembang. Orasi Bisnis: Jurnal Ilmiah Administrasi Niaga, 8(2), 12-19. https://jurnal.polsri.ac.id/index.php/admniaga/article/view/160

Slater, S. F., & Narver, J. C. (2000). The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication. Journal of Business Research 48(1):69-73. https://www.researchgate.net/publication/222669631_The_Positive_Effect_of_a_Market_Orientation_on_Business_Profitability_A_Balanced_Replication.

Sugiyono. (2015). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta

Widajanti, E. (2014). Peran Strategi Operasi Dalam Mencapai Keunggulan Kompetitif Bagi Perusahaan. Jurnal Ekonomi dan Kewirausahaan, 14(1), 77-90. https://media.neliti.com/media/publications/77423-ID-peran-strategi-operasi-dalam-mencapai-ke.pdf




DOI: https://doi.org/10.32535/jicp.v5i2.1710

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Meisie Tulung, Stefani Angmalisang

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Flag Counter

Published by:

AIBPM Publisher

Editorial Office:

JL. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
Phone:+62 341 366222
Email: journal.jicp@gmail.com
Website:http://ejournal.aibpmjournals.com/index.php/JICP

Supported by: Association of International Business & Professional Management

If you are interested to get the journal subscription you can contact us at admin@aibpm.org.

ISSN 2622-0989 (Print)
ISSN 2621-993X (Online)

DOI:Prefix 10.32535 by CrossREF

Journal of International Conference Proceedings (JICP) INDEXED:

 

In Process


This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.