Analisa Pengaruh Orientasi Market, Customer, Competitor dan Technology dengan Company Effectiveness Sebagai Variabel Intervening Terhadap Radical Product Innovation
Abstract
Kegiatan inovasi produk sudah menjadi fokus utama beberapa perusahaan besar dalam berkembang, banyak perusahaan yang kini menjadi sangat besar dikarenakan oleh kegiatan inovasi pada produk yang dipasarkannya dilakukan dengan perancangan yang tepat. Hal ini menimbulkan minat penulis untuk melakukan penelitian terhadap faktor apa saja yang mungkin muncul dan mempengaruhi kegiatan inovasi produk itu. Penelitian ini dilakukan untuk menemukan pengaruh yang dihasilkan oleh Market, Customer, Competitor dan Technology dengan Company Effectiveness Terhadap kegiatan inovasi pada produk-produk yang dikembangkan oleh suatu perusahaan. Dalam penelitian ini, penulis menggunakan metode wawancara tertulis dengan menyebarkan pertanyaan melalui kuesioner sebagai acuan data kuantitatif dan menghasilkan pengumpulan data berupa informasi dari masing-masing variabel yang mempengaruhi kegiatan inovasi produk tersebut. Setelah itu, dapat disimpulkan bahwa orientasi Market, Customer, Competitor dan Technology mempunyai pengaruh terhadap Kegiatan inovasi produk yang dilakukan perusahan didukung dengan keefektifan perusahaan itu sendiri. Maka dari itu, Perusahaan perlu memperhatikan faktor-faktor tersebut untuk mengembangkan perusahaan menjadi lebih besar.
Kata Kunci: Market; Customer; Competitor; Technology; Product Innovation.
Abstract
Product innovation activities have become the main focus of several large companies in developing, many companies have now become very large due to innovation activities in the products they market which are carried out with the right design. This raises the interest of the author to conduct research on what factors may arise and affect the product's innovation activities. This research was conducted to find out the effect produced by Market, Customer, Competitor and Technology with Company Effectiveness on innovation activities on products developed by a company. In this study, the authors used a written interview method by distributing questions through questionnaires as a reference for quantitative data and resulted in data collection in the form of information from each variable that influenced the product innovation activities. After that, it can be concluded that the orientation of Market, Customer, Competitor and Technology has an influence on the product innovation activities carried out by the company supported by the effectiveness of the company itself. Therefore, the company needs to pay attention to these factors to develop the company to be bigger.
Keywords: Market; Customer; Competitor; Technology; Product Innovation.
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DOI: https://doi.org/10.37531/sejaman.v5i2.1986
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