IMPLEMENTASI STRATEGI INOVASI PRODUK DAN ORIENTASI PASAR DA-LAM MEMBANGUN KEUNGGULAN BERSAING SEHINGGA MENINGKATKAN KINERJA BISNIS : STUDI KLINIK DI KABUPATEN KUDUS

Yusril Ahyadina; Edi Rahardja

doi:10.29040/jap.v23i2.7177

IMPLEMENTASI STRATEGI INOVASI PRODUK DAN ORIENTASI PASAR DA-LAM MEMBANGUN KEUNGGULAN BERSAING SEHINGGA MENINGKATKAN KINERJA BISNIS : STUDI KLINIK DI KABUPATEN KUDUS

Yusril Ahyadina, Edi Rahardja

Abstract

Penelitian ini meneliti tentang implementasi strategi inovasi produk dan orientasi pasar dalam membangun keunggulan bersaing sehingga meningkatkan kinerja bisnis : studi Klinik Kesehatan di Kabupaten Kudus. Banyak nya klinik yang berada di Kabupaten Kudus menciptakan persaingan yang ketat. Dalam dunia bisnis, tentu pemilik Klinik harus membuat strategi untuk dapat bersaing. Penelitian ini bertujuan untuk menganalisis mengenai inovasi produk terhadap keunggulan bersaing dan kinerja bisnis, menganalisis orientasi pasar terhadap keunggulan bersaing dan kinerja bisnis, serta menganalisis keunggulan bersaing terhadap kinerja bisnis. Populasi pada penelitian ini adalah Klinik Kesehatan di Kabupaten Kudus. Sampel yang digunakan adalah 35 Klinik Kesehatan. Dalam pengambilan sampel dilakukan dengan teknik sensus. Analisis data pada penelitian ini menggunakan teknik PLS-SEM dengan bantuan software SmartPLS 3.0. Hasil penelitian ini menunjukkan bahwa inovasi produk tidak berpengaruh signifikan terhadap kinerja bisnis, orientasi pasar tidak berpengaruh signifikan terhadap kinerja bisnis, inovasi produk berpengaruh signifikan terhadap keunggulan bersaing, orientasi pasar berpengaruh signifikan terhadap keunggulan bersaing, dan keunggulan bersaing berpengaruh signifikan terhadap kinerja bisnis.
Kata Kunci : Orientasi Pasar, Inovasi Produk, Keunggulan Bersaing, Kinerja Bisnis

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DOI: http://dx.doi.org/10.29040/jap.v23i2.7177