Meningkatkan Kinerja Pemasaran Ritel Tradisional melalui Innovation Capability dan Competitive Advantage

Dewi Anggraini, Yasri Yasri, Rosyeni Rasyid

Abstract


This study aims to analyze the influence of innovation capability and competitive advantage on the marketing performance of grocery stores. The research method used is quantitative, by distributing questionnaires containing statements from each variable to 43 grocery store owners in Padang City. Data processing using multiple linear regression analysis. The results of this study reveal that innovation capability and competitive advantage have a positive and significant effect on the marketing performance of grocery stores in Padang City.


Keywords


marketing performance, innovation capability, competitive advantage.

Full Text:

PDF

References


Andardinata, A., Iskandar, S., 2024, Pengaruh Digital Marketing dan Innovation Capabilities Melalui ModalSosial Terhadap Kinerja Pemasaran pada Wirausaha Perempuan Berbasis UMKM Sektor Agri-Food di Kota Makassar, INNOVATIVE: Journal Of Social Science Research, 4(1), 1212–1226.

Arikunto, S., 2017, Pengembangan Instrumen Penelitian dan Penilaian Program. Yogyakarta: Pustaka Pelajar.

Abdullah, Ma'ruf, 2015, Metode Penelitian Kuantitatif, Cetakan I, Aswaja Pressindo

Astuti, R. D., Setiawan, A., Wahyuni, S., Ayuwardani, M., 2023, Peran Innovation Capability Dan Supply Chain Sebagai Faktor, Sentrikom, 5, 331–338.

Aulia, E. D., Masruroh, R., 2018, Pengaruh Marketing Capability dan Innovation Capability Terhadap Kinerja Pemasaran (Survey pada UMKM Bawang Goreng di Kabupaten Kuningan) UMKM Bawang Goreng di Kabupaten, JIMEB, 1(1), 1–8.

Badan Pusat Statistik (BPS) Kota Padang, 2023, Kota Padang Dalam Angka 2023, diakses melalui website https://padangkota.bps.go.id/id/publication/2023/02/28/0f82539519b5c2e1eff579ef/kota-padang-dalam-angka-2023.html

Chandra, Y. E. N., Barry, H., 2022, Development of Innovation Capability Model: Analysis of e-CRM and Risk Perceptions of Covid-19 in Bogor City MSMEs, Jurnal Manajemen dan Kewirausahaan, 10(2), 139–144.

Iskandar, Aprillianita, P. Y., Sami, M., Irawan, R., Hamidah, S., 2018, Kinerja pemasaran Pada UKM mebel di Kabupaten Kuningan. Equilibrium: Jurnal Penelitian Pendidikan dan Ekonomi, 15(1), 64-74

Naninsih, N., Alam, S., Indriasari, D. P., 2022, Pengaruh Keunggulan Bersaing Terhadap Kinerja Pemasaran Melalui Digital Marketing, YUME : Journal of Management, 5(2), 479–490.

Nurhayati, T., 2010, Manajemen Strategik Konsep, Teori dan Kasus. Semarang: Unissula Press.

Putra, T. H., 2023, Toko Kelontong Tradisional dalam Era Teknologi Bisnis Digital Timotius Hernika Putra Universitas Jember, Jurnal Publikasi Ilmu Manajemen (JUPIMAN), 2(3), 1–17.

Silalahi, R. J. G., Simanjuntak, M., 2021, Peningkatan Kinerja Pemasaran UMKM Pariwisata melalui Orientasi Pasar dan Strategi Competitive Advantage bagi Pemulihan Sektor Pariwisata di Kabupaten Toba Indonesia, Prosiding Seminar Nasional Ekonomi dan Bisnis, 1, 47–57.

Sunyoto, D., 2015, Strategi Pemasaran. Yogyakarta: Center for Academic Publishing Service (CAPS).




DOI: http://dx.doi.org/10.33087/ekonomis.v9i1.2248

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Ekonomis: Journal of Economics and Business Published by Lembaga Penelitian dan Pengabdian kepada Masyarakat
Adress: LPPM Universitas Batanghari, Jl.Slamet Ryadi, Broni-Jambi, Kec.Telanaipura, Kodepos: 36122, email: ekonomis.unbari@gmail.com, Phone: 0741-670700

Creative Commons License This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.