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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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.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | 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. | |||||||||
| Uncontrolled 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 | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 08-Pascasarjana > 61101-Magister Manajemen |
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| Depositing User: | Siti Afrianingsih | |||||||||
| Date Deposited: | 13 Jun 2025 02:58 | |||||||||
| Last Modified: | 13 Jun 2025 02:58 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/49496 |
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