INFLUENCE INNOVATION AND QUALITY PRODUCTS TO PERFORMANCE MARKETING THROUGH SATISFACTION CONSUMERS AS VARIABLE INTERVENING ON MSME PACKED BEVERAGES IN THE REGENCY OF DELI SERDANG
Abstract
The purpose of this study was to determine and analyze the effect of Innovation and Product Quality on Curious Performance as an Intervening Variable in Micro, Small, and Medium Enterprises for Packaging Drinks in the Deli Serdang District. The method used in this research is using an explanatory approach. The population in this study were all Micro, Small, and Medium Enterprises in the culinary sector, especially Packaging drinks in the District of East Medan. The number of samples used in this study amounted to 100 Micro, Small, and Medium Enterprises. The data collection technique used in this study used a questionnaire technique. The data analysis technique in this study used descriptive statistical analysis and partial least squares (PLS) data analysis. Data processing in this study using the Smart PLS 3 Software program. Based on the research results, Innovation has an effect on Consumer Satisfaction, Innovation has an effect on Marketing Performance, Consumer Satisfaction affects Marketing Performance, Product Quality has an effect on Consumer Satisfaction, Product Quality has an effect on Marketing Performance, Innovation has an effect on Consumer Satisfaction and its impact on Marketing Performance, Product Quality has an effect on Consumer Satisfaction and its impact on Marketing Performance.
References
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Bahar, A., & Sjaharuddin, H. (2015). Influence Quality Product And Quality Service To Consumer Satisfaction And Repurchase Interest. Dan Organizational Journal Management, 3 (2), 14–34.
devotion, S., & Aaron, H. (2011). Influence Orientation Market And Score Customer Towards Lion Air's Marketing Performance. (Effect of Market Orientation and Customers Value on Marketing Performance of Lion Airlines Corporations). Journal Modern Marketing Management, 3 (1), 1–14. http://online- journal.unja.ac.id/index.php/marketing/article/view/921
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devotion, S., & Aaron, H. (2011). Influence Orientation Market And Score Customer Towards Lion Air's Marketing Performance. (Effect of Market Orientation and Customers Value on Marketing Performance of Lion Airlines Corporations). Journal Modern Marketing Management, 3 (1), 1–14. http://online- journal.unja.ac.id/index.php/marketing/article/view/921
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Djodjobo, CV, & Alum, HN (2014). The Influence of Entrepreneurship Orientation, Innovation Products, and Competitive Advantage on Marketing Performance of Nasi Kuning Business in Cities Manado. Journal Research Economy, management, Business And Accounting, 2 (3), 1214–1224. https://doi.org/10.33096/paradox.v4i1.768
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Fransiskho, G., Goh, TS, & Julitawaty, W. (2021). Effect of Consumer Satisfaction And Discounts Against Sales Volume Pt. Atmindo Tbk Tanjung Morawa. Business Journal Colleagues, 7 (2), 20–29. https://ejournal.pmci.ac.id/index.php/jbk/article/view/65
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Kolo, SM, & Darma, GS (2020). The Most Important Factors Influencing Customer Satisfaction and Loyalty of 4G Network Users in Denpasar. Management Journal business, 17 (1), 57–74. https://doi.org/10.38043/jmb.v17i1.2342
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Miati, I. (2019). Influence Innovation Product To Satisfaction Consumer Handicrafts at the Mangkubumi Bamboo Craft Center, Tasikmalaya City. Scientific journals Administration Business, 3 (2), 19–34.
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Arif, M., & Siregar, IK (2021). Purchase Decision Affects, Price, Product Quality, And Word Of Mouth. International Journal of Economics, Technology and Social Sciences (Injects), 2 (1), 260–273.
Astuti, R., Ardila, I., & Lubis, RR (2019). Effect of Promotion and Product Quality To Decision Purchase Shoe Brand Converse. Journal AKMAMI (Accountant, management, Economics), 2 (2), 204–219.
Bahar, A., & Sjaharuddin, H. (2015). Influence Quality Product And Quality Service To Consumer Satisfaction And Repurchase Interest. Dan Organizational Journal Management, 3 (2), 14–34.
devotion, S., & Aaron, H. (2011). Influence Orientation Market And Score Customer Towards Lion Air's Marketing Performance. (Effect of Market Orientation and Customers Value on Marketing Performance of Lion Airlines Corporations). Journal Modern Marketing Management, 3 (1), 1–14. http://online- journal.unja.ac.id/index.php/marketing/article/view/921
Decembrinita, E., & Adianto, S. S. (2017). Influence mix Marketing Service & Innovation Increases Consumer Satisfaction and Marketing Performance on Tourist Attractions East Java Park II City Stone. Journal of Economics, 10 (2), 67–75.
Diawati, P., Sugesti, H., & Risma, D. (2020). The Effect of Product Innovation on Satisfaction Consumer Tokopedia On time pandemic Covid-19. Journal Business And Marketing , 10 (2), 1–11. https://ejurnal.poltekpos.ac.id/index.php/promark/article/view/1141
Diponugroho, A. (2015). Analysis Influence Quality Product And Ability Innovation To Interest Buy Repeat With Power Pull Product As Variable Intervening. Journal of Business And Management, 1 (1), 1–18.
Djodjobo, CV, & Alum, HN (2014). The Influence of Entrepreneurship Orientation, Innovation Products, and Competitive Advantage on Marketing Performance of Nasi Kuning Business in Cities Manado. Journal Research Economy, management, Business And Accounting, 2 (3), 1214–1224. https://doi.org/10.33096/paradox.v4i1.768
Pharisee, S. (2018). Influence image brand and quality product to decision purchase shoe Adidas on student University Muhammadiyah Sumatra North. Journal Scientific Publications, 1 (1), 689–705. http://hdl.handle.net/11617/9995
Fransiskho, G., Goh, TS, & Julitawaty, W. (2021). Effect of Consumer Satisfaction And Discounts Against Sales Volume Pt. Atmindo Tbk Tanjung Morawa. Business Journal Colleagues, 7 (2), 20–29. https://ejournal.pmci.ac.id/index.php/jbk/article/view/65
Ghani, YA, & Brahmanto, E. (2015). The Influence of Infrastructure Innovation on Visitor Satisfaction at Karangsetra Waterland Tourism Object. Journal of Tourism, 2 (2), 98– 110.
Gultom, DK, Arif, M., & Fahmi, M. (2020). Determination of Customer Satisfaction Towards Customer Loyalty Through Trust. Scientific Journal of Masters in Management, 3 (2), 171–180. http://jurnal.umsu.ac.id/index.php/MANEGGIO
Gultom, DK, Ginting, P., & Sembiring, BK (2014). Marketing Mix Effect Service and Quality Service To Student Program Studies Management Faculty Economics, University of Muhammadiyah North Sumatra. Journal of Management And Business, 14 (1), 21–33.
Haji, S., Arifin, R., & Khairul, M. (2017). The Influence of Entrepreneurship Orientation, Innovation Product, Competitive Advantage. Journal Scientific Research Management, 6 (2), 83–95.
Hasnatika, IF, & Nurnida, I. (2018). Analysis of the Effect of Product Innovation on Competitive Advantage in UKM "Your Duren Will Come Back" in Serang City. Research Journal Business And Investments, 4 (3), 1–9. https://doi.org/10.35697/jrbi.v4i3.1252
Hatta, IH (2015). Market Orientation, Entrepreneurship Orientation, Marketing Capability, and Performance Marketing. Journal Application Management (HOURS), 13 (4), 653–661. https://jurnaljam.ub.ac.id/index.php/jam/article/view/815
Hayati, YH, & Sekartaji, G. (2015). The Effect of Product Quality on Satisfaction Consumers at the Duck and Fried Chicken Restaurant Mr. Ndut Solo. JIMFE (Scientific Journal Management Faculty of Economics), 1 (1), 49–56. https://doi.org/10.34203/jimfe.v1i1.455
Jufrizen, J., Daulay, R., Sari, M., & Nasution, M. I. (2020). Model Empirical Increasing Consumer Satisfaction and Purchase Intention in Instagram Online Shop Selection. Mix: Journal of Scientific Management, 10 (2), 249–265. https://doi.org/10.22441/mix.2020.v10i2008
Kasmiruddin, K. (2016). Influence Quality Product and Development Product Towards Marketing Performance of Small Rattan Handicraft Industry in Rumbai Pesisir District. Journal Business Application, 7 (1), 27–44.
Agustini, NKDA (2017). Analysis of Factors Influencing Decisions Buying in the online shop of students majoring in Economics Education Class of 2012. Undiksha Journal of Economic Education, 9 (1), 127–136. https://doi.org/10.23887/jjpe.v9i1.19997
Arianty, N. (2015). Influence Quality Service and Quality Product To Samsung Mobile Consumer Satisfaction. Scientific Journal of Management and Business, 16 (2), 68– 81. https://doi.org/10.55208/bistek.v14i2.231
Arif, M., & Siregar, IK (2021). Purchase Decision Affects, Price, Product Quality, And Word Of Mouth. International Journal of Economics, Technology and Social Sciences (Injects), 2 (1), 260–273.
Astuti, R., Ardila, I., & Lubis, RR (2019). Effect of Promotion and Product Quality To Decision Purchase Shoe Brand Converse. Journal AKMAMI (Accountant, management, Economics), 2 (2), 204–219.
Bahar, A., & Sjaharuddin, H. (2015). Influence Quality Product And Quality Service To Consumer Satisfaction And Repurchase Interest. Dan Organizational Journal Management, 3 (2), 14–34.
devotion, S., & Aaron, H. (2011). Influence Orientation Market And Score Customer Towards Lion Air's Marketing Performance. (Effect of Market Orientation and Customers Value on Marketing Performance of Lion Airlines Corporations). Journal Modern Marketing Management, 3 (1), 1–14. http://online- journal.unja.ac.id/index.php/marketing/article/view/921
Decembrinita, E., & Adianto, S. S. (2017). Influence mix Marketing Service & Innovation Increases Consumer Satisfaction and Marketing Performance on Tourist Attractions East Java Park II City Stone. Journal of Economics, 10 (2), 67–75.
Diawati, P., Sugesti, H., & Risma, D. (2020). The Effect of Product Innovation on Satisfaction Consumer Tokopedia On time pandemic Covid-19. Journal Business And Marketing , 10 (2), 1–11. https://ejurnal.poltekpos.ac.id/index.php/promark/article/view/1141
Diponugroho, A. (2015). Analysis Influence Quality Product And Ability Innovation To Interest Buy Repeat With Power Pull Product As Variable Intervening. Journal of Business And Management, 1 (1), 1–18.
Djodjobo, CV, & Alum, HN (2014). The Influence of Entrepreneurship Orientation, Innovation Products, and Competitive Advantage on Marketing Performance of Nasi Kuning Business in Cities Manado. Journal Research Economy, management, Business And Accounting, 2 (3), 1214–1224. https://doi.org/10.33096/paradox.v4i1.768
Pharisee, S. (2018). Influence image brand and quality product to decision purchase shoe Adidas on student University Muhammadiyah Sumatra North. Journal Scientific Publications, 1 (1), 689–705. http://hdl.handle.net/11617/9995
Fransiskho, G., Goh, TS, & Julitawaty, W. (2021). Effect of Consumer Satisfaction And Discounts Against Sales Volume Pt. Atmindo Tbk Tanjung Morawa. Business Journal Colleagues, 7 (2), 20–29. https://ejournal.pmci.ac.id/index.php/jbk/article/view/65
Ghani, YA, & Brahmanto, E. (2015). The Influence of Infrastructure Innovation on Visitor Satisfaction at Karangsetra Waterland Tourism Object. Journal of Tourism, 2 (2), 98– 110.
Gultom, DK, Arif, M., & Fahmi, M. (2020). Determination of Customer Satisfaction Towards Customer Loyalty Through Trust. Scientific Journal of Masters in Management, 3 (2), 171–180. http://jurnal.umsu.ac.id/index.php/MANEGGIO
Gultom, DK, Ginting, P., & Sembiring, BK (2014). Marketing Mix Effect Service and Quality Service To Student Program Studies Management Faculty Economics, University of Muhammadiyah North Sumatra. Journal of Management And Business, 14 (1), 21–33.
Haji, S., Arifin, R., & Khairul, M. (2017). The Influence of Entrepreneurship Orientation, Innovation Product, Competitive Advantage. Journal Scientific Research Management, 6 (2), 83–95.
Hasnatika, IF, & Nurnida, I. (2018). Analysis of the Effect of Product Innovation on Competitive Advantage in UKM "Your Duren Will Come Back" in Serang City. Research Journal Business And Investments, 4 (3), 1–9. https://doi.org/10.35697/jrbi.v4i3.1252
Hatta, IH (2015). Market Orientation, Entrepreneurship Orientation, Marketing Capability, and Performance Marketing. Journal Application Management (HOURS), 13 (4), 653–661. https://jurnaljam.ub.ac.id/index.php/jam/article/view/815
Hayati, YH, & Sekartaji, G. (2015). The Effect of Product Quality on Satisfaction Consumers at the Duck and Fried Chicken Restaurant Mr. Ndut Solo. JIMFE (Scientific Journal Management Faculty of Economics), 1 (1), 49–56. https://doi.org/10.34203/jimfe.v1i1.455
Jufrizen, J., Daulay, R., Sari, M., & Nasution, M. I. (2020). Model Empirical Increasing Consumer Satisfaction and Purchase Intention in Instagram Online Shop Selection. Mix: Journal of Scientific Management, 10 (2), 249–265. https://doi.org/10.22441/mix.2020.v10i2008
Kasmiruddin, K. (2016). Influence Quality Product and Development Product Towards Marketing Performance of Small Rattan Handicraft Industry in Rumbai Pesisir District. Journal Business Application, 7 (1), 27–44.
Kolo, SM, & Darma, GS (2020). The Most Important Factors Influencing Customer Satisfaction and Loyalty of 4G Network Users in Denpasar. Management Journal business, 17 (1), 57–74. https://doi.org/10.38043/jmb.v17i1.2342
Kotler, P., & Keller, K. L. (2009a). Management Marketing (REVISION). PT. Prenhallindo.
Kotler, P., & Keller, KL (2009b). Marketing Management (13th ed.). Erlangga. Kotler, P., & Keller, K. L. (2016a). Marketing Management (Pearson Ed).
Kotler, P., & Keller, K. L. (2016b). Marketing Management. New Jerseys: Pearson.
Merati, I., Rusdarti, R., & Wahyono, W. (2017). Effect of Market Orientation, Innovation, Orientation Entrepreneurship through Superiority Compete To Performance Marketing. Journal of Economics Education, 6 (2), 114–123.
Miati, I. (2019). Influence Innovation Product To Satisfaction Consumer Handicrafts at the Mangkubumi Bamboo Craft Center, Tasikmalaya City. Scientific journals Administration Business, 3 (2), 19–34.
Muis, MR, Fahmi, M., Prayogi, MA, & Jufrizen, J. (2021). Upgrade Model Internet Banking Customer Loyalty Based on Risk Perception, Privacy Perception mediated Trust and Satisfaction Customer. Journal Business And Management, 8 (1), 22–37. https://doi.org/10.26905/jbm.v8i1.5042
Navarone, O. (2003). Analysis Influence Level Success Product New In Performance Improvement Marketing. Science Journal Indonesian Marketing, 2 (1), 111–122.
Panca, P., & Kusumadewi, NMW (2019). The Effect of Product Innovation on Intention Repurchase is mediated by consumer satisfaction. E-Journal of Management, 8 (8), 4983– 5006. https://doi.org/10.24843/ejmunud.2019.v08.i08.p10
Prakosa, B. (2005). Effect of Market Orientation, Innovation, and Learning Orientation Against Company Performance to Achieving Competitive Advantage (Empirical Study on Manufacturing Industry in Semarang). Journal of Management and Organizational Studies (JSMO), 2 (1), 35–57.
Rahmawati, S., Darsono, D., & Setyowati, N. (2019). Factors Influencing Marketing Performance on Micro, Small and Medium Enterprises Processed Food in City Surakarta. Journal Economy Agriculture And agribusiness , 3 (2), 325–335. https://doi.org/10.21776/ub.jepa.2019.003.02.9
Setyo, P. E. (2017). Influence Quality Product And Price To Satisfaction Consumer “Best Autoworks." Journal Management And Start-Up business, 1 (6), 755–764.
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Published
2022-08-30
How to Cite
TIRTAYASA, Satria; HASIBUAN, Nini Roina.
INFLUENCE INNOVATION AND QUALITY PRODUCTS TO PERFORMANCE MARKETING THROUGH SATISFACTION CONSUMERS AS VARIABLE INTERVENING ON MSME PACKED BEVERAGES IN THE REGENCY OF DELI SERDANG.
Proceeding International Conference Keputeraan Prof. H. Kadirun Yahya, [S.l.], v. 1, n. 1, p. 294-309, aug. 2022.
ISSN 2961-7960.
Available at: <https://jurnal.pancabudi.ac.id/index.php/keputeraan/article/view/4359>. Date accessed: 20 apr. 2024.
Section
Articles
