Analisis Pengaruh Citra Merek, Inovasi Produk Dan Iklan Terhadap Kinerja Pemasaran Melalui Keunggulan Bersaing Sebagai Intervening

Dita Dewi Ramadzan

Abstract


In the current era of globalization, developments in the field of technology are increasingly sophisticated. Smartphones are difficult to separate from activities carried out by humans everyday, there is internet support that makes it easier for humans to connect with anything around the world, social media that makes humans able to communicate with each other over great distances even without meetings.The purpose of this study was to examine and analyze the influence of brand image, product innovation and advertising on the marketing performance of "OPPO" smartphones on students of the Faculty of Economics and Business at Wijaya Kusuma University in Surabaya through competitive advantage as an intervening variable. The population in this study is the Students of the Faculty of Economics and Business, University of Wijaya Kusuma Surabaya who use smartphones "OPPO". The number of samples taken was as many as 100 respondents taken using random sampling techniques in which each element of the entire population had the same opportunity to be chosen. Path analysis is used as a calculation to test the hypothesis in this study.From the research that has been done, it can be seen that brand image, product innovation and advertising do not have a significant influence on the competitive advantage of "OPPO" smartphones in the students of the Faculty of Economics and Business, Wijaya Kusuma University, Surabaya. Competitive advantage has a significant effect on the marketing performance of "OPPO" smartphones in the students of the Faculty of Economics and Business, Wijaya Kusuma University, Surabaya. Brand image, product innovation and advertising do not have a significant effect on the marketing performance of the "OPPO" smartphone on the students of the Faculty of Economics and Business, University of Wijaya Kusuma Surabaya. And competitive advantage is not tested as an intervening variable because the direct influence of brand image, product innovation and advertising on marketing performance is greater than the indirect effect.

Full Text:

PDF

References


Anton, Mulyono A. dan Maya, Irjayanti . 2014. Manajemen. Bandung: Mardika Group.

Ali, Hasan. 2009. Marketing. Jakarta: PT Buku Kita.

Akbar, S. dan H, Usman . 2006. Metode Penelitian Sosial. Jakarta: Bumi Aksara.

Adam, Akbar. 2012. Analisis Pengaruh Citra Merek, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Notebook Toshiba. Jurnal Manajemen Pemasaran. Vol. 3 : 16-19.

Andita, A. 2017. Pengaruh Iklan, Harga dan Kualitas Produk Terhadap Minat Beli Ulang Konsumen. Skripsi. Universitas Sanata Dharma. Yogyakarta.

Arbawa, Lexi. dan Wardoyo, Paulus. 2018. Keunggulan Bersaing Berpengaruh Terhadap Kinerja Pemasaran. Jurnal Ekonomi dan Bisnis. Vol. 11, No. 1.

David, Fred. 2009. Konsep manajemen Strategis. Jakarta: Salemba Empat.

Fontana, A. 2011. Manajemen Inovasi Dan Penciptaan Nilai Individu, Organisasi, Masyarakat. Jakarta: Cipta Inovasi Sejahtera.

Ghozali, Imam. 2005. Aplikasi Analisis Multivariate dengan SPSS. Semarang: Badan Penerbit UNDIP.

Ijie, A. 2015. Analisis Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Melalui Kepercayaan Pelanggan Sebagai Intervening. Skripsi. Universitas Diponegoro. Semarang.

Kotler, dan Keller. 2012. Manajemen Pemasaran. Edisi 12. Jakarta: Erlangga.

Kristiningsih. 2019. Modul Aplikasi Komputer Dan Manajemen SPSS. Surabaya: FE UWKS Publish.

Kurniasari, D. 2018. Pengaruh Inovasi Produk, Kreativitas Produk, Dan Kualitas Produk Terhadap Keunggulan Bersaing. Skripsi. Universitas Negeri Yogyakarta. Yogyakarta.

Machfoedz, Mahmud. 2010. Komunikasi Pemasaran Modern. Yogyakarta: Cakra Ilmu.

Maulina, H. 2019. Pengaruh Brand Image, Harga, Kualitas Pelayanan Dan Kelompok Acuan Terhadap Keputusan Pembelian Konsumen. Skripsi. Universitas Lampung. Bandar Lampung.

Munifah, N. 2015. Pengaruh Inovasi Produk Dan Harga Produk Terhadap Keputusan Pembelian. Jurnal Manajemen dan Bisnis. Vol. 10, No. 2b.

Nasir, Akhmad. 2018. Pengaruh Inovasi Produk Terhadap Kinerja Pemasaran. Jurnal Manajemen dan Akuntansi. Vol. 6, No. 2.

Pratama, A. 2014. Analisis Pengaruh Citra Merek, Daya Tarik Iklan Dan Harga Terhadap Minat Beli. Skripsi. Universitas Diponegoro. Semarang.

Putra, Septama. 2006. Analisis Strategi Keunggulan Bersaing Untuk Meningkatkan Kinerja Pemasaran. Jurnal Manajemen dan Bisnis. Vol. 5, No.1.

Silalahi, Ulber. 2011. Asas-Asas Manajemen. Bandung: Refika Aditama.

Sugiyono. 2011. Metode Penelitian Kuantitatif, Kualitatif Dan R&D. Bandung: Alfabeta.

Sejati, Agustin. 2014. Analisis Kepuasan Terhadap Loyalitas Nasabah Yang Menggunakan Internet Banking di Bank Central Asia (BCA). Skripsi. Universitas Wijaya Kusuma. Surabaya.

Saleh, Hanafi. dan Sudarti, Ken. 2010. Analisis Faktor-Faktor Yang Mempengaruhi Kinerja Pemasaran. Jurnal Manajemen dan Bisnis. Vol.1, No.1.

Tjiptono, Fandy. 2008. Strategi Pemasaran. Edisi 3. Yogyakarta: Andi.

Wilar, Wulan et. al., 2017. Analisis Strategi Diferensiasi Produk, Kualitas Layanan, Dan Citra Merek Terhadap Keunggulan Bersaing. Jurnal Manajemen dan Bisnis. Vol.5, No.3.

Wulandari, D. 2017. Pengaruh Desain Produk, Harga Dan Citra Merek Terhadap Keputusan Pembelian. Skripsi. Universitas Nusantara PGRI. Kediri.

www.manjstrategi.blogspot.com, diakses pada Desember 23 2015.

www.documents.tips, diakses pada Agustus 04 2019.

www.core.ac.uk, diakses pada Mei 25 2012.

www.visimisi95.blogspot.com, diakses pada Juli 05 2018.


Refbacks

  • There are currently no refbacks.


 

 

 

 

PRAGMATIS
Department of Management, Faculty of Economics and Business Wijaya Kusuma Surabaya University
Dukuh Kupang XXV No. 54 Surabaya, Indonesia 60225
Phone: +62315613231
email: pragmatis@uwks.ac.id 

e-ISSN 2598-9952