Pengaruh Orientasi Pasar terhadap Keberhasilan Produk Baru Wardah yang Dimediasi oleh Inovasi Produk
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh orientasi pasar terhadap keberhasilan produk baru pada produk
Wardah yang dimediasi oleh inovasi produk. Orientasi pasar dianggap krusial dalam memenuhi keinginan
konsumen, sementara inovasi produk berfungsi sebagai pendorong keunggulan daya saing. Metode penelitian
menggunakan pendekatan kuantitatif dengan 385 responden pengguna Wardah di Pulau Jawa. Analisis dilakukan
dengan SEM-PLS. Hasil menunjukkan adanya pengaruh positif dan signifikan antara orientasi pasar terhadap
inovasi produk dan keberhasilan produk baru. Inovasi terbukti memiliki peran mediasi yang signifikan dalam
hubungan tersebut. Implikasi penelitian menekankan perlunya integrasi strategi berorientasi pasar dan inovasi dalam
pengembangan produk kecantikan. Secara praktis, perusahaan disarankan memperkuat riset pasar dan inovasi
berkelanjutan untuk meningkatkan daya saing produk baru. Penelitian ini memberikan kontribusi empiris bagi
akademisi dan praktisi dalam memahami mekanisme keberhasilan produk baru.
Kata kunci: orientasi pasar, inovasi produk, keberhasilan produk baru, industri kecantikan, wardah
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