Pengaruh orientasi pasar, kreativitas, dan inovasi produk terhadap kinerja pemasaran pada bisnis coffeeshop di Tangerang Selatan = The influence of market orientation, creativity, and product innovation on marketing performance in the coffeeshop business in South Tangerang

Martinus, Sharmen (2023) Pengaruh orientasi pasar, kreativitas, dan inovasi produk terhadap kinerja pemasaran pada bisnis coffeeshop di Tangerang Selatan = The influence of market orientation, creativity, and product innovation on marketing performance in the coffeeshop business in South Tangerang. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menyelidiki serta mengevaluasi efek dari orientasi pasar, kreativitas produk, dan inovasi produk atas kinerja pemasaran bisnis kedai kopi di Tangerang Selatan. Metode penelitian yang digunakan bersifat kuantitatif dengan menerapkan analisis Partial Least Squares-Structural Equation Modeling (PLS-SEM). Data dikumpulkan melalui survei daring dengan menyebarkan kuesioner kepada pemilik dan pengelola kedai kopi di Tangerang Selatan, yang menghasilkan sebanyak 190 sampel. Proses analisis dilakukan menggunakan perangkat lunak SMARTPLS 4.0. Hasil penelitian menunjukkan bahwa orientasi pasar memiliki pengaruh signifikan atas kinerja pemasaran kedai kopi. Di samping itu, kreativitas produk juga terbukti memberikan pengaruh positif atas kinerja pemasaran. Selanjutnya, inovasi produk ditemukan memiliki pengaruh yang positif atas kinerja pemasaran, menciptakan keunggulan kompetitif, dan memperkuat citra merek. Pada akhirnya, orientasi pasar, kreativitas produk, dan inovasi produk secara kolektif memberikan pengaruh positif atas kinerja pemasaran. / The objective of this study is to recognize and scrutinize the effects of market orientation, product creativity, and product innovation on the marketing performance of coffee shop enterprises in South Tangerang. The research employs a quantitative methodology utilizing Partial Least Squares-Structural Equation Modeling (PLS-SEM). Data gathering involved online surveys disseminating questionnaires to kedai kopi owners and managers in South Tangerang, yielding a total of 190 samples. Analysis was performed using SMARTPLS 4.0 software. The results indicate that market orientation significantly impacts the marketing performance of coffee shops. Furthermore, product creativity is demonstrated to exert influence on marketing performance. Additionally, product innovation is identified to have a positive effect on marketing performance, fostering competitive advantages and reinforcing brand image. Finally, market orientation, product creativity, and product innovation collectively exert an influence on marketing performance.

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