The Role of Market Orientation and Innovation Capability to Create Superior Value

Jumat, 23 Oktober 2020 - 14:20
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1The Role of Market Orientation and Innovation
Capability to Create Superior Value

the-role-of-market.pdf1.2 MB
The Role of Market Orientation and Innovation
Capability to Create Superior Value
 
 
Ketua : Dr  RIZKI ZULFIKAR S.E., M.Si, M.Si
Departemen Manajemen
Universitas Komputer Indonesia
Bandung, Indonesia
Email : rizki.zulfikar@email.unikom.ac.id
 
 
Abstract— This research aims to excavate the impact of the
market orientation and innovation capability to value creation in
Small and Medium Enterprises (SMEs) of knitting industry
located in Bandung, West Java Province. The descriptive and
verification methods were used in this research while the data
obtained from 281 respondents of entrepreneurs in Binong Jati
Knitting Center (Sentra Rajut Binong Jati) in Bandung. The
analysis tools used was Structural Equation Modeling (SEM) and
the hypothesis was tested using LISREL 8.7 software. The result
of this research indicates that both independent variables are
having a positive and significant impact on dependent variable
partially and simultaneously. This research is expected to have a
positive impact as a useful input for entrepreneurs in Sentra
Rajut Binong Jati to increase their market orientation and
strengthen their innovation capability to embedded superior value
in their products.