Pengaruh Market Orientation Terhadap Kinerja Perusahaan dengan Inovasi sebagai Variabel Intervening (Studi Kasus Industri Ekonomi Kreatif Sub Sektor Fashion di Social Commerce Kota Bandung)
DOI:
https://doi.org/10.32897/dimmensi.v2i1.1152Abstract
Industri social commerce Indonesia memiliki hambatan dalam melakukan segmentasi pasar dan inovasi terutama dalam segi teknologi. Kota Bandung sebagai pelopor social commerce yang maju dan banyak bergerak di bidang fashion, maka kota dan sector tersebut dijadikan objek penelitian dalam penelitian ini. Dalam rangka untuk meningkatkan kinerja perusahaan, perusahaan perlu meningkatkan kemampuan orientasi terhadap pasar dan kemampuan inovasinya. Penelitian ini bertujuan untuk mengetahui pengaruh marketorientation terhadap kinerja perusahaan melalui inovasi sebagai variabel intervening. Metode yang digunakan dalam penelitian ini adalah secara kuantitatif. Responden dalampenelitian ini adalah setiap orang yang bekerja di dalam industri social commerce di Bandung dengan sector fashion sebanyak 121 responden. Pengambilan sampel dilakukan dengan minimum pengambilan sampel untuk penelitian SEM. Teknik analisis data yang digunakan adalah PLS-SEM. Berdasarkan hasil penelitian, dapat disimpulkan bahwa marketorientation baik secara simultan dan parsial serta inovasi berpengaruh positif terhadap kinerja perusahaan pada industri social commerce sub sector fashion di Bandung.
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