Peran Environmental Factors dan Komitmen Sumberdaya dalam Menetapkan Strategi Berorientasi Produk Inovatif untuk Meningkatkan Kinerja Pemasaran

Abstract

This study aims to examine the effect of environmental factors and commitment in determination of product innovation-oriented strategy to improve marketing performance. Subjects were owners of gold jewelry craft SMEs in Jepara Margoyoso village. Research data, which is the primary data , collected through a questionnaire instrument. 50 SME owners craft gold jewelry as a sample drawn by the census method. With path analysis and using SPSS 14 software, this research instrument has been validated with the results so significant that it can be to test eight hypotheses that are developed based on theory. Based on hypothesis testing, seven hypotheses are estimated proved significant, alpha 5%. Only the commitment of resources does not affect the performance of marketing. Product innovation has the greatest direct impact on marketing performance. Environmental factors have a negative impact on product innovation.