ANALISIS PENGARUH ORIENTASI INOVASI, DUKUNGAN PROMOSI DAN DUKUNGAN TENAGA PENJUALAN TERHADAP KINERJA PRODUK DI PASAR
ABSTRACT: This study analyzes
the effect of innovation orientation, promotional support and sales force support
on product performance in the market inorder to improve sustainable competitive
advantage. The research problemthat is proposed fully refers to the research
problems that is; there is atendency to increase the number of cabin numbers
Prepaid sympathy, which means the cessation of customers using Simpati Prepaid
products based on data from April 2004 to January 2005, and research gap from
previous research, therefore, the formulation of this research problem is about
improving product performance in the market by basing on innovationorientation,
promotional support and sales support to enhance sustainable competitive
advantage. Furthermore, variable and indicator of research alsobased on
previous research. A model has been developed and four hypotheses have been
formulated to address this research problem. Sampling technique is two
technique (double sampling) that is, purposive samplingmethod andmethod of
quota sampling. Respondents from this study amounted to 100 respondents, where
respondents are the owners or managers of retail and cellular prime amounting
to 100.
The data analysis used is Structural Equation Modeling (SEM) in AMOS 4.01
program. The results of this research data analysis show the model and research
results can be received well. And furthermore, the result of this research
proves that innovation orientation has positive and significant effect on
product performance in the market, then it is formulated the support of sales
force on product performance in market is positively significant, empirical
evidence shows promotional support is positive for product performance in
market, further can be concluded that each construct has gained justification
and empirical evidence of sustainable competitive advantage through product
performance in the market is positive and significantly influential.
Keywords: Orientation
Innovation, Promotion Support, Salesperson Support, Product Performance In
Market And Continuous Competitive Advantage
Penulis: Asepta Hendriyanto
Kode Jurnal: jpmanajemendd170374
