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All Journal Jurnal Benefita : Ekonomi Pembangunan, Manajemen Bisnis Dan Akuntansi
Sherlin, Intan
STIE Sakti Alam Kerinci
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH INOVASI PRODUK DAN KINERJA PEMASARAN TERHADAP KEUNGGULAN BERSAING (Studi Kasus Industri Kecil dan Menengah Batik Kerinci) Sherlin, Intan
Jurnal Benefita Vol 1, No 3 (2016): Jurnal Benefita : Ekonomi Pembangunan, Manajemen Bisnis & Akuntansi
Publisher : LLDIKTI Wilayah X

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (286.753 KB) | DOI: 10.22216/jbe.v1i3.724

Abstract

ABSTRAK :Intensitas kompetisi di pasar dapat mendorong perusahaan batik untuk mengupayakan inovasi yang tinggi guna meraih keunggulan yang kompetitif yang berkelanjutan atas pesaingnya karena dapat menghasilkan kinerja pemasaran yang optimal, sehingga dengan inovasi dapat memperluas basis pasar lokal dan ditingkatkan untuk preferensi lokal tertentu, dengan tujuan penelitian adalah melihat pengaruh dan besarnya pengaruh inovasi produk dan kinerja pemasaran terhadap keunggulan bersaing secara simultan dan parsial, dan Tidak terdapat pengaruh yang signifikan antara inovasi produk, dan kinerja pemasaran terhadap keunggulan bersaing produk batik Kerinci.Kata Kunci : pengaruh inovasi produk, kinerja pemasaran, keunggulan bersaing.
PENGARUH KUALITAS PRODUK DAN CITRA MERK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG (STUDI PADA MAHASISWA STIE SAKTI ALAM KERINCI) Sherlin, Intan
Jurnal Benefita Vol 2, No 2 (2017): Jurnal Benefita : Ekonomi Pembangunan, Manajemen Bisnis & Akuntansi
Publisher : LLDIKTI Wilayah X

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (488.765 KB) | DOI: 10.22216/jbe.v2i2.719

Abstract

influence of product quality and brand image towards purchasing decisions among the college students of Sakti Alam Kerinci School of Economics Sungai Penuh, both partially and simultaneously. This research used quantitative method since researcher willing to determine the measurement of X and Y variable. Populations in this study are 64 students of STIE Sakti Alam Kerinci Sungai Penuh. The sampling technique used is accidental sampling while data analysis techniques is using multiple regresion analysis and coefficient of determination analysis. Questionnaires were used as a tool in data collection method. Our findings show that all hypothesis were proved to be significant where the quality of product and brand image have a positive and significant influence towards purchasing decisions. It implies that quality of product and brand image played as important roles with significant influence (partially or simultaneously) in developing buyer’s purchasing decisions among students of STIE Sakti Alam Kerinci.Keyword: quality of product, brand image, purchasing decisions
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