eprintid: 49496
rev_number: 21
eprint_status: archive
userid: 11410
dir: disk0/00/04/94/96
datestamp: 2025-06-13 02:58:43
lastmod: 2025-06-13 02:58:43
status_changed: 2025-06-13 02:58:43
type: thesis
metadata_visibility: show
contact_email: 7776230010@untirta.ac.id
creators_name: AFRIANINGSIH, SITI
creators_id: 7776230010
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: Ramdansyah, Agus David
contributors_name: Lutfi, Lutfi
contributors_id: 197110222009121002
contributors_id: 19671132005011001
corp_creators: Universitas Sultan Ageng Tirtayasa
corp_creators: Fakultas Ekonomi dan Bisnis
corp_creators: Magister Manajemen
title: EFEKTIVITAS ORIENTASI PASAR DALAM MENINGKATKAN KINERJA PEMASARAN MELALUI INOVASI PRODUK DAN VALUE CO-CREATION (Studi Pada Industri Tekstil di Jawa Barat)
ispublished: pub
subjects: HD28
divisions: FEB
divisions: MM
full_text_status: restricted
keywords: Market Orientation; Product Innovation; Value Co-Creation; Marketing Performance; Textile Industry West Java.
Orientasi Pasar; Inovasi Produk; Value Co-Creation; Kinerja Pemasaran; Industri Tekstil Jawa Barat
note: Industri tekstil di Jawa Barat mengalami penurunan jumlah perusahaan dan laju produksi akibat tekanan persaingan, perubahan preferensi pasar, dan tantangan ekonomi global. Untuk mengatasi masalah tersebut, diperlukan strategi peningkatan kinerja pemasaran melalui pendekatan orientasi pasar, inovasi produk, dan value co-creation agar perusahaan dapat bertahan dan berkembang. Tujuan penelitian ini adalah mengetahui pengaruh orientasi pasar terhadap kinerja pemasaran industri tekstil di Jawa Barat khususnya di Kota Cimahi, Kota Bandung dan Kabupaten Bandung. Sampel yang digunakan dalam penelitian ini berjumlah 95 responden yang merupakan usaha industri tekstil di Kota Cimahi, Kota Bandung dan Kabupaten Bandung. Pendekatan dan metode yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dan menggunakan software SmartPLS sebagai alat untuk melakukan analisa deskriptif. Dari hasil penelitian dapat diketahui bahwa: 1) Orientasi pasar berpengaruh positif dan signifikan terhadap inovasi produk dan value co-creation, 2) Orientasi pasar berpengaruh langsung terhadap kinerja pemasaran, 3) Inovasi produk berpengaruh signifikan terhadap kinerja pemasaran dan mampu memediasi hubungan orientasi pasar terhadap kinerja pemasaran. 4) Value co-creation juga berpengaruh positif terhadap kinerja pemasaran, namun tidak memediasi secara signifikan hubungan orientasi pasar dengan kinerja pemasaran.
abstract: 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
date_type: published
pages: 231
institution: Universitas Sultan Ageng Tirtayasa
department: Magister Manajemen
thesis_type: masters
thesis_name: mphil
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citation:   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.   
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