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All Journal Cakrawala Management Business Journal
louis bopeng
Universitas Papua
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH HARGA, PRODUK, IKLAN, TEMPAT DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MIE INSTANT MEREK INDOMIE louis bopeng
Cakrawala Management Business Journal Vol 3 No 2 (2020): Cakrawala Management Business Journal
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Papua.

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Abstract

The research objective is to determine the effect of price, product, advertisement, place and brand image variables partially and simultaneously influencing the indomie brand instant noodle purchase decision. This type of associative research with quantitative data and data sources includes primary data and secondary data. Non probability sampling method and sampling technique using accidental sampling. The data analysis technique used multiple linear regression analysis, classic assumption test, R2, t test, F test. The results showed that the price and advertising variables partially had no effect on purchasing decisions. Evidenced by the t value of the price and advertising is -1.341 and -, 512 with a significance level of 0.184 and 0.610 where the significance value is greater than 0.05 (0.184 and 0.610> 0.05). The results of this study indicate that product, place and brand image variables partially influence purchasing decisions. Simultaneous test results indicate that there are effects of price, product, advertisement, place and brand image variables on purchasing decisions.
PENGARUH INOVASI PRODUK DAN ORIENTASI PASAR TERHADAP KEUNGGULAN BERSAING (Studi Kasus Usaha Kreatif Kerajinan Noken Papua di Distrik Manokwari Barat Kabupaten Manokwari) louis bopeng
Cakrawala Management Business Journal Vol 4 No 1 (2021): Cakrawala Management Business Journal
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Papua.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30862/cm-bj.v4i2.158

Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh variabel inovasi produk dan variabel orientasi pasar secara simultasn dan parsial terhadap variabel keunggulan bersaing usaha kreatif kerajinan Noken Papua di Distrik manokwari barat Kabupaten Manokwari. Penelitian ini adalah penelitian yang bersiafat kuantititif. Sampel yang yang digunakan sebanyak 42 usaha kretif kerajinan Noken Papua. Metode penentuan sampel yang digunakan dalam penelitian ini adalah metode sampel jenuh. Data primer yang digunakan dalam penelitian ini adalah hasil kuesioner, hasil observasi dan wawancara terkait inovasi produk dan orientasi pasar terhadap keunggulan bersaing. Kemudian data sekunder yang digunakan dalam penelitian ini adalah data-data yang berasal dari buku, jurnal dan situs internet yang berkaitan dengan penelitian ini. Hasil penelitian varibel inovasi produk berpengaruh signifikan secara parsial terhadap variabel keunggulan bersaing, dan hasil variabel orientasi pasar berpengaruh signifikan secara parsial terhadap variabel keunggulan bersaing. Hasil pengujian secara simultan variabel inovasi produk dan variabel orientasi pasar berpengaruh signifikan terhadap variabel keunggulan bersaing usaha kretif kerajinan Noken Papua di Distrik Manokwari Barat, Kabupaten Manokwari. Sehingga untuk dapat memperoleh keunggulan bersaing usaha kretif kerajinan Noken Papua harus meningkatkan inovasi produk dan orientasi pasarnya. Kata Kunci : Inovasi Produk, Orientasi Pasar, Keunggulan Bersaing. ABSTRACT This study aims to analyze the effect of product innovation variables and market orientation variables simultaneously and partially on the competitive advantage variables of the Papuan Noken handicraft creative business in West Manokwari District, Manokwari Regency. This research is a quantitative research. The sample used was 42 Papuan Noken handicraft businesses. The sampling method used in this study is the saturated sample method. The primary data used in this study are the results of questionnaires, the results of observations and interviews related to product innovation and market orientation towards competitive advantage. Then the secondary data used in this study are data from books, journals and internet sites related to this research. The results of the research on product innovation variables have a partially significant effect on the competitive advantage variable, and the results of the market orientation variable have a partially significant effect on the competitive advantage variable. The results of simultaneous testing of product innovation variables and market orientation variables have a significant effect on the competitive advantage of the Papuan Noken handicraft business in West Manokwari District, Manokwari Regency. So that in order to gain a competitive advantage, the Papuan Noken handicraft business must increase product innovation and market orientation. Keywords: Product Innovation, Market Orientation, Competitive Advantage.
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