PERAN KEUNGGULAN BERSAING SEBAGAI MEDIASI PENGARUH INOVASI DAN ORIENTASI PASAR TERHADAP KEPUASAN PELANGGAN

Junida Putra Ananta Bakti, Fatchur Rohman, Sunaryo Sunaryo

Abstract


Penelitian ini bertujuan untuk mengetahui peran keunggulan bersaing sebagai mediasi pengaruh inovasi produk dan orientasi pasar terhadap kepuasan pelanggan pada PT. Holcim Beton Surabaya. Variabel keunggulan bersaing yang diteliti meliputi kemampuan bersaing, sumber daya manusia, dan relationship marketing. Variabel inovasi sendiri meliputi inovasi produk dan inovasi proses. Variabel orientasi pasar meliputi orientasi pelanggan dan responsiveness. Sedangkan untuk variabel kepuasan pelanggan meliputi kepuasan keseluruhan dan konfirmasi harapan. Penelitian ini menggunakan PLS sebagai metode analisis data. Berdasarkan hasil pengujian, inovasi secara langsung memiliki pengaruh signifikan terhadap kepuasan pelanggan. Orientasi pasar memiliki pengaruh signifikan terhadap kepuasan pelanggan. Inovasi dan orientasi pasar secara tidak langsung berpengaruh signifikan terhadap kepuasan pelanggan melalui keunggulan bersaing. Dengan begitu keunggulan bersaing bisa dijadikan mediasi inovasi dan orientasi pasar untuk mendapatkan kepuasan pelanggan. Dengan begitu, ketika PT. Holcim Beton Surabaya melakukan inovasi serta melakukan orientasi pasar yang secara terus menerus yang mana hal tersebut belum dilakukan oleh perusahaan pesaing, maka keunggulan bersaing bisa didapatkan oleh perusahaan yang pada akhirnya akan mendapatkan kepuasan dari pelanggan.

 

DOI : https://doi.org/10.26905/jbm.v5i2.2665


Keywords


Keunggulan bersaing, inovasi, orientasi pasar, kepuasan pelanggan

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