PERAN KEUNGGULAN BERSAING SEBAGAI MEDIASI PENGARUH INOVASI DAN ORIENTASI PASAR TERHADAP KEPUASAN PELANGGAN

Abstract

This research aims to investigate the role of competitive advantage as mediator in the effect of innovation and market orientation to customer satisfaction at PT. Holcim Beton, Surabaya. While competitive advantage variable consists of competitive ability, human resource, and marketing relationship, Innovation variable involves product innovation, and process innovation. In addition, the indicator of market orientation includes customer orientation and responsiveness. Furthermore, the whole satisfaction and hope confirmatory, both of them are for customer satisfaction variable. This research uses Partial Least Square (PLS) as a method of data analysis. Based on the test, this research found that; first, innovation directly effects customer satisfaction; second, market orientation significantly influence customer satisfaction; third, innovation and market orientation indirectly and significantly affect customer satisfaction through competitive advantage. Therefore, to get customer satisfaction, competitive advantage can mediate innovation and market orientation. This research implies when PT. Holcim Beton Surabaya make more innovation and market orientation continuously rather than competitors, it will be able to have a competitive advantage and able to satisfy the customers. Keywords: