KEUNGGULAN POSISIONAL NILAI PRODUK ERGO-IKONIK UNTUK MENINGKATKAN KINERJA PEMASARAN

Abstract

Based on previous literature, the relationship between innovative capability and marketing performance is still inconclusive. Some researchers prove that innovative capability can improve marketing performance while others prove vice versa. Indonesian furniture exports have decreased sales volume in 2013-2017. This research develops innovative capabilities to improve marketing performance. Innovative capability indicators are new ideas, products are difficult to imitate, different designs, and adjust market conditions. Marketing performance indicators such as the increase in sales, profit, number of customers, product distribution and market share growth. This study aims to develop and test the positional excellence model of Ergo-iconic pronunciation values synthesized from the Resource Advantage of Competition. Research respondents are SME furnitures in Central Java Province. The population are 769 SMEs. Technique of collecting data using proportional stratified random sampling and purposive sampling. Criteria of respondents are people who have run business activities at least one year. The questionnaires analyzed were 287. The research model consists of 6 constructs and 21 indicators. The data analysis used stuctal equation modeling (SEM) version 21 and the Sobel test to measure the role of mediating power. The research hypothesis as follows. 1. The more innovative capabilities then the higher the positional value of ergo-iconic products. 2. The more positive the positional value of ergo-iconic products then the higher the marketing performance. 3. The higher the technological capability then the higher the innovative capability. 4. The higher the technological capability then the higher the positional value of ergo-iconic products. 5. The higher the technology capability then the higher the marketing performance. 6. The more positive the positional value of ergo-iconic products then the higher the competitive market capability. 7. The more competitive market capabilities then the higher the market penetration power. 8. The higher the market penetration power then the higher the marketing performance. 9. Positional advantages of ergo-iconic product value as mediation between innovative capabilities and marketing performance. The results as follows. All hypotheses proposed are significance. This research succeeds in proving the model and the concept of positional superiority of ergo-iconic product value. Our model proves a mediator between innovative capabilities and marketing performance. This study presents three alternative strategies to improve marketing performance. In managerial implications, instead of focusing on the value superiority of ergo-iconic products, the company should pay attention to other construct support that may affect the significance of marketing performance.