relation: https://eprints.untirta.ac.id/49496/
title: EFEKTIVITAS ORIENTASI PASAR DALAM MENINGKATKAN KINERJA PEMASARAN MELALUI INOVASI PRODUK DAN VALUE CO-CREATION (Studi Pada Industri Tekstil di Jawa Barat)
creator: AFRIANINGSIH, SITI
subject: HD28 Management. Industrial Management
description: The textile industry in West Java has experienced a decline in the number of companies and production rates due to competitive pressure, changing market preferences, and global economic challenges. To address these issues, strategies to improve marketing performance are needed through a market orientation approach, product innovation, and value co-creation, so that companies can survive and thrive. The objective of this research is to examine the impact of market orientation on the marketing performance of the textile industry in West Java, particularly in Cimahi City, Bandung City, and Bandung Regency. The sample used in this study consists of 95 respondents who are textile industry businesses in Cimahi City, Bandung City, and Bandung Regency. The research approach and method used in this study is Structural Equation Modelling (SEM) with SmartPLS software as a tool for conducting descriptive analysis. The results of the study reveal the following: 1) Market orientation has a positive and significant impact on product innovation and value co-creation, 2) Market orientation has a direct effect on marketing performance, 3) Product innovation has a significant effect on marketing performance and mediates the relationship between market orientation and marketing performance, 4) Value co-creation also has a positive effect on marketing performance but does not significantly mediate the relationship between market orientation and marketing performance.
date: 2025
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/49496/1/SITI%20AFRIANINGSIH_7776230010_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/49496/2/SITI%20AFRIANINGSIH_7776230010_01.pdf
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identifier: https://eprints.untirta.ac.id/49496/3/SITI%20AFRIANINGSIH_7776230010_02.pdf
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identifier: https://eprints.untirta.ac.id/49496/4/SITI%20AFRIANINGSIH_7776230010_03.pdf
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identifier: https://eprints.untirta.ac.id/49496/5/SITI%20AFRIANINGSIH_7776230010_04.pdf
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identifier: https://eprints.untirta.ac.id/49496/6/SITI%20AFRIANINGSIH_7776230010_05.pdf
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identifier: https://eprints.untirta.ac.id/49496/7/SITI%20AFRIANINGSIH_7776230010_Ref.pdf
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identifier: https://eprints.untirta.ac.id/49496/8/SITI%20AFRIANINGSIH_7776230010_Lamp.pdf
identifier:   AFRIANINGSIH, SITI  (2025) EFEKTIVITAS ORIENTASI PASAR DALAM MENINGKATKAN KINERJA PEMASARAN MELALUI INOVASI PRODUK DAN VALUE CO-CREATION (Studi Pada Industri Tekstil di Jawa Barat).  Master thesis, Universitas Sultan Ageng Tirtayasa.