MEMBANGUN KEUNGGULAN BERSAING MELALUI INOVASI PRODUK, INOVASI PROSES, INOVASI MARKETING DAN INOVASI ORGANISASI UNTUK MENINGKATKAN KINERJA PERUSAHAAN

Beben Bahren, Indi Ramadhani, Edy Suroso

Abstract


The rife number of Meatball sellers in Tasikmalaya make the business competition increased incisively. The incisive business competition requires business actors to always innovate so that their business can remain sustainable and grow. This research aims to analyze how the influence of product innovation, process innovation, marketing innovation and organizational innovation to competitive advantage and its implication to improvement of company performance. Empirical testing is done in Meatball industry in Tasikmalaya. Survey method was used in this research and the sample of this study consisted of 51 respondents. The data gathered from certain respondents by distributing questionnaires. To run the data, Structural Equation Model - Partial Least Square (SEM-PLS) method was used. Findings of this study reveal thatthe innovation activities of both product innovation, process innovation, marketing innovation and organizational innovation implemented by Bakso company in Tasikmalaya City are no longer about competitive advantage. The competitive advantages possessed by the Bakso company in Tasikmalaya City are not disrupted to the company's performance.

Keywords:Product Innovation; Process Innovation; Marketing Innovation; Organizational Innovation; Competitive Advantage; Corporate Performance.

 

Banyaknya penjual Bakso di Tasikmalaya membuat persaingan usaha meningkat tajam. Persaingan bisnis yang tajam mengharuskan pelaku usaha untuk selalu berinovasi sehingga bisnis mereka dapat tetap berkelanjutan dan berkembang. Tujuan dari penelitian ini adalah untuk menganalisis bagaimana pengaruh inovasi produk, inovasi proses, inovasi pemasaran dan inovasi organisasi terhadap keunggulan kompetitif dan implikasinya terhadap peningkatan kinerja perusahaan. Pengujian empiris dilakukan di industri Bakso di Tasikmalaya. Metode penelitian yang digunakan adalah survei dengan responden sebanyak 51. Kuesioner digunakan sebagai instrumen pengumpulan data. Analisis data menggunakan Model Persamaan Struktural - Metode Parsial Least Square (SEM - PLS).Kegiatan inovasi baik inovasi produk, inovasi proses, inovasi marketing dan inovasi organisasi yang dilaksanakan oleh perusahaan Bakso di Kota Tasikmalaya tidak berpengaruh terhadap keunggulan bersaing. Keunggulan bersaing yang dimiliki oleh perusahaan Bakso di Kota Tasikmalaya tidak berpengaruh terhadap kinerja perusahaan. 

 

Kata Kunci: Inovasi Produk; Inovasi Proses; Inovasi Pemasaran; Inovasi Organisasi; Keunggulan Bersaing; Kinerja Perusahaan.

Keywords


Product Innovation; Process Innovation; Marketing Innovation; Organizational Innovation; Competitive Advantage; Corporate Performance

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DOI: https://doi.org/10.37058/jem.v4i1.689

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