PENGARUH ORIENTASI PASAR DAN KARAKTERISTIK PASAR SERTA KREATIVITAS TERHADAP INOVASI DAN KINERJA PEMASARAN PERUSAHAAN KOSMETIK DI PROVINSI JAWA TIMUR
ABSTRACT: The study aimed to
investigate the effects of market orientation, market characteristics, and
creativities on the innovation and marketing performances of the cosmetics
Firms in East Java Province. The study was a confirmatory carried out by
testing several hypotheses in order to figure out the causal relationship of
all the above variables. The data were collected from the entire population of
37 cosmetics firms, registered as the members of the Indonesian Association of
Cosmetics Firms or Persatuan Perusahaan Kosmetik Indonesia (PERKOSMI), East
Java Chapter. These companies were also registered in the Food and Drugs
Control Agency of the Republic of Indonesia (BP POM RI). The study employed
complete enumeration or census method, hence, sample and sampling technique
were not required. The validity of the research instrument was ensured by using
construct validity, of which only items with positive correlation coefficient
higher than 0.30 were included. Whereas, the reliability of the research
instrument was determined by using Cronbach Alpha and items were considered
reliable only when their values were higher than 0.60. The obtained data were,
then, analyzed by using path analysis. The results showed that market
orientation, market characteristics, and creativities had direct, positive and
significant effects on the innovation of the cosmetics firms in East Java.
Market orientation, market characteristics and innovation had direct, positive
and significant effects on the marketing performances of the cosmetics firms.
Surprisingly, creativities had no significant direct effects on the marketing
performances of the cosmetics firms.
Keywords: Market Orientation,
Market Characteristics, Creativities, Innovation, Marketing Performances of
Cosmetic Firms
Penulis: Imam Suroso
Kode Jurnal: jpmanajemendd100094
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