Inovasi Produk dan Orientasi Pasar: Suatu Kajian Deskriptif Pada UMKM Kerajinan Bahan Baku Alam di Semarang, Jawa Tengah

Abstract

Creative industry has a uniqueness which is largely supported by social, cultural, local wisdom, environmental sustainability, and other uniqueness factors that are combined with science and technology so that this industry. The strength of product innovation and market orientation is a big capital for MSMEs, especially in the category of natural raw material handicrafts in facing the dynamics of change and competition. Natural raw materials are the main force for the differentiation of these handicrafts, product innovation capabilities are needed that can keep up with changes in the existing market. Process improvement, new designs, variations with other raw materials, and the development of product variants are the main focus in product innovation. Market orientation is the most effective organizational culture in creating the behavior needed to create superior value for consumers to lead to high superiority for MSMEs. The handicraft industry of natural raw materials has high potential in Central Java, especially in Semarang Regency. This descriptive study is the initial stage in uncovering the responses of SMEs on various indicators of all the variables of this study. Not all indicators provide positive facts and vice versa provide a deeper understanding of the real conditions experienced by MSME handicrafts made from natural raw materials. The results of this initial research are expected to be valuable input for various stakeholders related to this industrial sector. Some weaknesses of this study are also discussed as input for further research improvements.