PENGARUH KEMAMPUAN INOVASI PRODUK TERHADAP KINERJA PEMASARAN : PERAN DIFERENSIASI PRODUK (Studi pada Industri Pangan Lokal Enbal di Kabupaten Maluku Tenggara)

Abstract

Local food industry in Indonesia has become the belle of the uniqueness
or distinctiveness of each region of the country's remote areas. Of course, by
introducing diverse cultures based on local wisdom, local food as one part
regardless separated from the increase in the country's economy, especially in the
various regions in Indonesia. The purpose of this study was to determine and
analyze the effect of product innovation capabilities on product differentiation and
product differentiation influence on the performance of marketing. This type of
research is inferential with a quantitative approach. Sampling was done by using
Non-Probability or purposive sampling a total of 120 samples. Collecting data
using questionnaires as research instrument. Data analysis using descriptive
analysis and test equipment used is Path Analysis.Hypothesis testing using the F
test and t test. The results showed that (1) there is a significant and positive effect
of product innovation capabilities on product differentiation; (2) there is a positive
and significant effect on the performance of product differentiation marketing.
The values R2 is found to be 0.934, which means the amount of exogenous
variables on endogenous variables by 93.4%.