ANALISIS PENGARUH ORIENTASI STRATEGIK, TEKNOLOGI INFORMASI PEMASARAN TERHADAP INOVASI PRODUK DAN DAMPAKNYA TERHADAP PENCAPAIAN KEUNGGULAN BERSAING (Studi Empiris pada Industri Asuransi Di Jawa Tengah)

Abstract

This research analyzes the influences of strategic orientation, marketing information strategy to product innovation and its impact to the reach of competitive advantage. The proposed research problem fully research gaps from previous researches, that are study of process of which strategic orientation and marketing information strategy give positive influence to product innovation in reaching competitive advantage. The variables and indicators of research based on the previous research. There is a model that have been developed and four hypotheses to answer these research problems.Respondent from this research are 112 people, which are the owner or the branch manager or marketing manger from Insurance Company in Central Java. Data analyze tools which used in this research is Structural Equation Modeling (SEM) under AMOS 4.01 program. accepted. And that this result proves that strategic orientation influences positive and significant to product innovation. Marketing Information technology influences positive and significant to product innovation. Strategic orientation influences positive and significant to competitive advantage. Information technology influences positive and significant to competitive advantage. And product innovation influences positive and significant to competitive advantage. Furthermore, more better product innovation implementation, better competitive advantage. Managerial implication in this research gives suggestion for company to pay more attention in simplifying technology in operation, creating customer value at strategic orientation process, and new products to market for product innovation. accepted. And that this result proves that strategic orientation influences positive and significant to product innovation. Marketing Information technology influences positive and significant to product innovation. Strategic orientation influences positive and significant to competitive advantage. Information technology influences positive and significant to competitive advantage. And product innovation influences positive and significant to competitive advantage. Furthermore, more better product innovation implementation, better competitive advantage. Managerial implication in this research gives suggestion for company to pay more attention in simplifying technology in operation, creating customer value at strategic orientation process, and new products to market for product innovation. Keywords: Strategic Orientation, Marketing Information