Pengaruh Orientasi Pasar terhadap Keberhasilan Produk Baru Wardah yang Dimediasi oleh Inovasi Produk
Abstrak
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
Unduhan
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