Membangun Keunggulan Produk Ikonik Untuk Meningkatkan Kinerja Pemasaran UMKM [Establishing Advantages of Iconic Products to Improve Marketing Performance of SMEs]

Ahmad Hanfan

Abstract


This study aims to develop a new concept of the iconic product advantage as a bridge to solve the research gap on the impact of product development capability on marketing performance. This new concept is studied through relevant theory and tested through empirical research. Data were collected empirically from the owner of Salted Egg (micro, small and medium enterprises MSME) in Brebes, Central Java Province, Indonesia. The sample distribution was given to 115 respondents by using sample random sampling technique. The structural equation model (SEM) with AMOS 22 software is used to test the model and research hypothesis. Four hypotheses are proposed, and all hypotheses are accepted with the support of existing data, as well as showing primarily the strategic role of iconic product advantage in bridging the capabilities of product development and marketing performance. This study aims to enrich the literature as well as contribute to the science associated with the product development model of excellence. Furthermore, managerial implications and further research are also discussed in this article.

Bahasa Indonesia Abstrak:  Penelitian ini bertujuan untuk mengembangkan konsep baru keunggulan produk ikonik sebagai jembatan untuk memecahkan kesenjangan penelitian mengenai dampak kemampuan pengembangan produk terhadap kinerja pemasaran. Konsep baru ini dipelajari melalui teori yang relevan dan diuji melalui penelitian empiris. Data dikumpulkan secara empiris dari pemilik telur asin UMKM (Usaha Mikro, Kecil dan Menengah) di Brebes, Provinsi Jawa Tengah, Indonesia. Distribusi sampel diberikan kepada 115 responden dengan menggunakan teknik sample random sampling. Model persamaan struktural (SEM) dengan perangkat lunak AMOS 22 digunakan untuk menguji model dan hipotesis penelitian. Empat hipotesis diajukan, dan semua hipotesis diterima dengan dukungan data yang ada, serta menunjukkan terutama peran strategis keunggulan produk ikonik dalam menjembatani kemampuan pengembangan produk dan kinerja pemasaran. Penelitian ini bertujuan untuk memperkaya literatur serta memberikan kontribusi terhadap ilmu pengetahuan yang terkait dengan model pengembangan keunggulan produk. Selanjutnya, implikasi manajerial dan penelitian lebih lanjut juga dibahas dalam artikel ini.


Keywords


Theory of Resource-Based View (RBV); Reputasi Produk; Kapabilitas Pengembangan Produk; Kualitas Penginderaan Pelanggan; Keunggulan Produk Ikonik; Kinerja Pemasaran; SMEs

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