Market orientation and pruduct innovation and the effect on competitive advantage : (survey on angklung craftsmen in Padasuka Bandung)
Sungkyunkwan UniversitY
Universitas lndonesia
#
%p
YNSHT#
ffiffi@
FEUI
The 8'h lnternational Conference on Business
and Management Research
PROCEEDINGS
"Trade, Business and lnvestment in
the Global Economic Recov ery"
7* - 8* November 2013
Sungkyunkwan University; Seoul, South Korea
3
ICBMR
IS
AN ANNUAL EVENT OF THE DEPAHTMENT OF MANAGEMENT
EcoNoMlcs & auslNtss, uNlvERslrAs lNDoNEs:A
trACULTy oF
-a
;,
Proceedings
8th tnternational Conference on Business and
Management (tCBMR)
Trade, Business and lnvestment in Global Economic
Recovery
Joint Conference Sungkyunkwan University and Universitas lndonesia
Supported by ABEST 21
.-
7
- 8th November 2013
.J
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For more information please contact:
Management Research Center
Department of Management ,
Faculty of Economics and Business
Universitas lndonesia
Phone: +62-21-7272425 Ext.503
Fax: +62-21-7863556
Email: [email protected]
Dear colleagues,
I am pleased to wetcome you to The
8th lnternational Conference
on Business and Management
Research (lCBMRf by Management Research Center (MRC). For eight years this Conference has been
held consistently and become one of the leading academic international conferences.
The first ICBMR was held in August 2007 in Bali, while the second ICBMR was held in August 2008 in
Jakarta. To establish a platform for international collaboration for research, MRC actively look for
potential partners in conducting the annual conference. The 3'd ICBMR was held in Bali together with
The 14th Euro-Asia Conference, and in 2009, MRC hosted the joint conference with the University of
Adelaide. Since 2010, the event was also supported by ABEST 21. The 6th ICBMR was conducted in
collaboration with Ateneo de Manila University, Philippines in Manila. ln the future, MRC is maintaining
its effort to look for international partnership opportunity in organizing the conference. The 7th ICBMR
was conducted in collaboration with University of Economics-Ho Chi Minh City (UEH).
We hope that the publication of this proceeding will be able to serve as a media for the latest
researchers and new ideas; this thought is aligned with Universitas lndonesia's vision to become
Research Oriented University.
Finally, on behalf of all my colleagues from Universitas lndonesia and Sungkyunkwan University, and all
the members of Organizing Committee ICBMR 2013, we wish you not only an enriching conference but
also a pleasant stay in Seoul, South Korea.
Lr
Regards,
Rofikoh Rokhim, Ph.D.
Head of Organizing Committee ICBMR 2013
+
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la
l-
b
L,
b
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!=
s
The 8th lnternational Conference on Business and Management Research (ICBMR)
seoul. November 7-8th. 20l 3
Thursday, November 07, ZO13
11i00 am - 11:05 am
Opening Ceremonies
MC: Hongjoo Jung, SKKU
j
'.'.....,..,,...............**--*
11:05 am.11:10
am
Opening Dec[aration
Ul Host
11:10 am - 11:15
am
Greeting
SKKU President
11:15 am - 11:20
am
I
I
i
---------.'-*-!
I
Greeting
Ambassador of lndonesia in 5outh Korea
11:20 am - 11:40
Keynote Speech 1: Secretary of Labor Department, South Korea
am
l
11i40 am - 12r00 pm
Keynote Speech 2: Sylvia Tiwon, South East Asian Studies, UC Berketey
l2:00 pm - 1:00 pm
Lunch Break
r:oo pm-2:20 pm istephanieoctavt"
3:00
pm
4:40 pm -
lll:i.11*:j:9.-.
4:2O pm iJ
LuilLuil eill Session
Concurrent
Jes5tOI 1I
Concurrent Session
Concurrent Session 3
am
'lral
pil - 1:00
' ': r: :: :.
- 12:90 pm
1:25
- l:30
Concurrent Session 4
i
I
I
2
Friday, November 08, 2013
'::!:
I
-i i
i
O:OO pm
I
J
om
Lunch and Award Ceremony
pm
Get on a Bus
pm
Company Visit 1
(SamsunE Electronics)
''-i
'**
i
-"
*i
----**l
I
I
I
I
I
Company Visit 2
I*::"il!::l:-.itt:til:I-._"1:,:li:.:1I:::-:Tl
lndividuat City Tour & Dinner
--i
l
i
Nanta Show
'i : :P:. : +-: :'€ ::_'5ete v3
rl5
4lirties,
please contact the secretariat at
[email protected], [email protected] or lovciohrs556)navar.coh
J
Jg
MARKET ORIENTATION AND PRODUCT INNOVATION AND
THE EFFECT ON COMPETITIVE ADVANTAGE
(SURVEY ON ANGKLUNG CRAFTSMEN IN PADASUKA BANDUNG)
ts-*
ts-*
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sj
tt-*
E
E-r..
EDDY SOERYANTO SOEGOTO, RAENI DWI SANTY AND ANDRI
Universitas Komputer lndonesia
#
lndonesia
ABSTRACT
Market orientation is something that is important for the company in line with the increasing of global
competition and the changes in customer requiremenb where companies realize that they must always
be near to their market. The progress of the crattsmen entirely depends on the ability of the crattsmen
to create and foster the competitiveness that can adjust to the changes that occur. ln addition to market
orientation, product innovation can also be used as a strategy to achieve competitive advantage.
The purpose of this study is to determine the market orientation; product innovation; Competitive
advantage in SMEs Angklung Craftsmen in Padasuka Bandung; how great the influence of market
orientation and product innovation for competitive advantage both simultaneously and partially on
!-*'*
-rM
tL+"'
-l&{
€J',
(}-t-*
Padasuka Bandung in 2013
-lt.c
!:-*
-t-a
amounled to 35 people in the making of bamboo angklung crafBmen in Padasuka Bandung region.
The analysis is used to prove the hypothesis in this study is structural Euation modeling (SEM)-based
F-,
-h,s
component or variance which is known as Partial Least Square (PLS).
E---tc
SMEs Angklung Craftsmen in Padasuka Bandung.
The method used in this reseafch is descriptive method of verification. The unit of
is all bamboo angklung craftsmen makers who exist in the area
of
analpis
of this study
The conclusion of this research is market orientation and product innovation altogether affects
significantly either partially as well as simultaneously lo competitive advantage in SMEs Sentra bamboo
angklung cnaftsmen makens in Padasuka Bandung,
Keywords: Market Orientation, Product lnnovation and Competitive Advantage
(}-'"
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-:T
--ad
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E--
I
b-,
i
J
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__d
_f
---;iu
:i
t
''
SOURCE OF COMPETITIVE
MARKETING ENVIRONMENT AND
MARKETING STRATEGY
ADVANTAGE IN TERM. OF FORMULATING
ADVANTAGE' IMAGE AND
AND ITS INFLUENCE ON POSITIONAL
MARKETING PERFORMANCE
tN BANDUNG' WEST JAVA)
BUnvrv oN UNIVERSITIES
DR. EDDY SOERYANTOSOEGOTO
Universitas KomPuter lndonesia
lndonesia
ABSTRACT
ThisarticlediscussesabouttheMarketingEnvironmentsourceofCompetitiveAdvantages,Marketing
a survey of 4
Marketing,,Perlormance by means
Strategies, Positional nou,nt'g;,"i;tg"tand
students using
220
11 leaders and
universities anO 7' piirrL universities,with
government
disproportionate random sampling
variables and verificative
analysis for qualitative
,i.tnoo inrruoing an application ol descriptive
equation model
structural
a
through
io .*urine tne nypotnesis
,.ur,,rr
software'
(sEM) using LISREL
a:-- F-..i-a6m^^r annnmncqqinn macro environment:
envi
that Marketing Environment encompassing
The results of research have revealed
,
demographical,economic,t ri^.-r.gi*,p"ritical,culiural,andmicroenvironment:
customers, markets, competiro",
.rrt
r."
suppliers,distribut.r'
as well as source of competitive
Advantage
encompassings,p.,io,n.,o,,,.,,s,p.'io,skillandSuperiorControlaffectonMarketingStrategies
Environment'
is contributed by Macro Marketing
whose ttre most significant lmpact
strategy consist of services
competitive Advantage and Marketing
of
source
Marketing Environment,
positional Advantage, lmage and Marketing
affecting.on
marketing strategy and ,r,*.iing |"ni* rt[tegy
by the source of competitive
perlormance whose the most prominent inJluence is contributed
I
Advantage.
PmitionalAdvantageincludessuperioncustomers'values:competentlecturers,excel|entprogram
facilities'
guarantee of successlul graduation, educational
studies, access to inrormatiol'tecn..r.gio,
payment
values,
cost
u.tr.rr, ..rr.s. rllativelyJow tuition lees covering
competenl administrative
flexibility,c6ttransparency,*n"ft*nipt'costreasonableness'paymenteffectiveness'andlmage
coverrecognition,reputation,,mnitv,o,*oloyalty,thathaveinfluenceonMarketingPerformancei.e.
at iob market with
academic quality and graduates' absorption
number of nerv students,
il;;#
greatest influence'
Positional Advantage represent the
ilaj
Universitas lndonesia
#
%p
YNSHT#
ffiffi@
FEUI
The 8'h lnternational Conference on Business
and Management Research
PROCEEDINGS
"Trade, Business and lnvestment in
the Global Economic Recov ery"
7* - 8* November 2013
Sungkyunkwan University; Seoul, South Korea
3
ICBMR
IS
AN ANNUAL EVENT OF THE DEPAHTMENT OF MANAGEMENT
EcoNoMlcs & auslNtss, uNlvERslrAs lNDoNEs:A
trACULTy oF
-a
;,
Proceedings
8th tnternational Conference on Business and
Management (tCBMR)
Trade, Business and lnvestment in Global Economic
Recovery
Joint Conference Sungkyunkwan University and Universitas lndonesia
Supported by ABEST 21
.-
7
- 8th November 2013
.J
*
r{
--*
g
s
I
3
4
q
For more information please contact:
Management Research Center
Department of Management ,
Faculty of Economics and Business
Universitas lndonesia
Phone: +62-21-7272425 Ext.503
Fax: +62-21-7863556
Email: [email protected]
Dear colleagues,
I am pleased to wetcome you to The
8th lnternational Conference
on Business and Management
Research (lCBMRf by Management Research Center (MRC). For eight years this Conference has been
held consistently and become one of the leading academic international conferences.
The first ICBMR was held in August 2007 in Bali, while the second ICBMR was held in August 2008 in
Jakarta. To establish a platform for international collaboration for research, MRC actively look for
potential partners in conducting the annual conference. The 3'd ICBMR was held in Bali together with
The 14th Euro-Asia Conference, and in 2009, MRC hosted the joint conference with the University of
Adelaide. Since 2010, the event was also supported by ABEST 21. The 6th ICBMR was conducted in
collaboration with Ateneo de Manila University, Philippines in Manila. ln the future, MRC is maintaining
its effort to look for international partnership opportunity in organizing the conference. The 7th ICBMR
was conducted in collaboration with University of Economics-Ho Chi Minh City (UEH).
We hope that the publication of this proceeding will be able to serve as a media for the latest
researchers and new ideas; this thought is aligned with Universitas lndonesia's vision to become
Research Oriented University.
Finally, on behalf of all my colleagues from Universitas lndonesia and Sungkyunkwan University, and all
the members of Organizing Committee ICBMR 2013, we wish you not only an enriching conference but
also a pleasant stay in Seoul, South Korea.
Lr
Regards,
Rofikoh Rokhim, Ph.D.
Head of Organizing Committee ICBMR 2013
+
l=
la
l-
b
L,
b
E
!=
s
The 8th lnternational Conference on Business and Management Research (ICBMR)
seoul. November 7-8th. 20l 3
Thursday, November 07, ZO13
11i00 am - 11:05 am
Opening Ceremonies
MC: Hongjoo Jung, SKKU
j
'.'.....,..,,...............**--*
11:05 am.11:10
am
Opening Dec[aration
Ul Host
11:10 am - 11:15
am
Greeting
SKKU President
11:15 am - 11:20
am
I
I
i
---------.'-*-!
I
Greeting
Ambassador of lndonesia in 5outh Korea
11:20 am - 11:40
Keynote Speech 1: Secretary of Labor Department, South Korea
am
l
11i40 am - 12r00 pm
Keynote Speech 2: Sylvia Tiwon, South East Asian Studies, UC Berketey
l2:00 pm - 1:00 pm
Lunch Break
r:oo pm-2:20 pm istephanieoctavt"
3:00
pm
4:40 pm -
lll:i.11*:j:9.-.
4:2O pm iJ
LuilLuil eill Session
Concurrent
Jes5tOI 1I
Concurrent Session
Concurrent Session 3
am
'lral
pil - 1:00
' ': r: :: :.
- 12:90 pm
1:25
- l:30
Concurrent Session 4
i
I
I
2
Friday, November 08, 2013
'::!:
I
-i i
i
O:OO pm
I
J
om
Lunch and Award Ceremony
pm
Get on a Bus
pm
Company Visit 1
(SamsunE Electronics)
''-i
'**
i
-"
*i
----**l
I
I
I
I
I
Company Visit 2
I*::"il!::l:-.itt:til:I-._"1:,:li:.:1I:::-:Tl
lndividuat City Tour & Dinner
--i
l
i
Nanta Show
'i : :P:. : +-: :'€ ::_'5ete v3
rl5
4lirties,
please contact the secretariat at
[email protected], [email protected] or lovciohrs556)navar.coh
J
Jg
MARKET ORIENTATION AND PRODUCT INNOVATION AND
THE EFFECT ON COMPETITIVE ADVANTAGE
(SURVEY ON ANGKLUNG CRAFTSMEN IN PADASUKA BANDUNG)
ts-*
ts-*
-f fl
sj
tt-*
E
E-r..
EDDY SOERYANTO SOEGOTO, RAENI DWI SANTY AND ANDRI
Universitas Komputer lndonesia
#
lndonesia
ABSTRACT
Market orientation is something that is important for the company in line with the increasing of global
competition and the changes in customer requiremenb where companies realize that they must always
be near to their market. The progress of the crattsmen entirely depends on the ability of the crattsmen
to create and foster the competitiveness that can adjust to the changes that occur. ln addition to market
orientation, product innovation can also be used as a strategy to achieve competitive advantage.
The purpose of this study is to determine the market orientation; product innovation; Competitive
advantage in SMEs Angklung Craftsmen in Padasuka Bandung; how great the influence of market
orientation and product innovation for competitive advantage both simultaneously and partially on
!-*'*
-rM
tL+"'
-l&{
€J',
(}-t-*
Padasuka Bandung in 2013
-lt.c
!:-*
-t-a
amounled to 35 people in the making of bamboo angklung crafBmen in Padasuka Bandung region.
The analysis is used to prove the hypothesis in this study is structural Euation modeling (SEM)-based
F-,
-h,s
component or variance which is known as Partial Least Square (PLS).
E---tc
SMEs Angklung Craftsmen in Padasuka Bandung.
The method used in this reseafch is descriptive method of verification. The unit of
is all bamboo angklung craftsmen makers who exist in the area
of
analpis
of this study
The conclusion of this research is market orientation and product innovation altogether affects
significantly either partially as well as simultaneously lo competitive advantage in SMEs Sentra bamboo
angklung cnaftsmen makens in Padasuka Bandung,
Keywords: Market Orientation, Product lnnovation and Competitive Advantage
(}-'"
E-!
-:T
--ad
E*,
__u
E--
I
b-,
i
J
H
r--c
__d
_f
---;iu
:i
t
''
SOURCE OF COMPETITIVE
MARKETING ENVIRONMENT AND
MARKETING STRATEGY
ADVANTAGE IN TERM. OF FORMULATING
ADVANTAGE' IMAGE AND
AND ITS INFLUENCE ON POSITIONAL
MARKETING PERFORMANCE
tN BANDUNG' WEST JAVA)
BUnvrv oN UNIVERSITIES
DR. EDDY SOERYANTOSOEGOTO
Universitas KomPuter lndonesia
lndonesia
ABSTRACT
ThisarticlediscussesabouttheMarketingEnvironmentsourceofCompetitiveAdvantages,Marketing
a survey of 4
Marketing,,Perlormance by means
Strategies, Positional nou,nt'g;,"i;tg"tand
students using
220
11 leaders and
universities anO 7' piirrL universities,with
government
disproportionate random sampling
variables and verificative
analysis for qualitative
,i.tnoo inrruoing an application ol descriptive
equation model
structural
a
through
io .*urine tne nypotnesis
,.ur,,rr
software'
(sEM) using LISREL
a:-- F-..i-a6m^^r annnmncqqinn macro environment:
envi
that Marketing Environment encompassing
The results of research have revealed
,
demographical,economic,t ri^.-r.gi*,p"ritical,culiural,andmicroenvironment:
customers, markets, competiro",
.rrt
r."
suppliers,distribut.r'
as well as source of competitive
Advantage
encompassings,p.,io,n.,o,,,.,,s,p.'io,skillandSuperiorControlaffectonMarketingStrategies
Environment'
is contributed by Macro Marketing
whose ttre most significant lmpact
strategy consist of services
competitive Advantage and Marketing
of
source
Marketing Environment,
positional Advantage, lmage and Marketing
affecting.on
marketing strategy and ,r,*.iing |"ni* rt[tegy
by the source of competitive
perlormance whose the most prominent inJluence is contributed
I
Advantage.
PmitionalAdvantageincludessuperioncustomers'values:competentlecturers,excel|entprogram
facilities'
guarantee of successlul graduation, educational
studies, access to inrormatiol'tecn..r.gio,
payment
values,
cost
u.tr.rr, ..rr.s. rllativelyJow tuition lees covering
competenl administrative
flexibility,c6ttransparency,*n"ft*nipt'costreasonableness'paymenteffectiveness'andlmage
coverrecognition,reputation,,mnitv,o,*oloyalty,thathaveinfluenceonMarketingPerformancei.e.
at iob market with
academic quality and graduates' absorption
number of nerv students,
il;;#
greatest influence'
Positional Advantage represent the
ilaj