PENGARUH ORIENTASI PASAR DAN KEMAMPUAN PENGETAHUAN TEKNOLOGI TERHADAP KINERJA INOVASI PRODUK BARU (NPIP) DENGAN PERAN ABSORPTIVE CAPACITY SEBAGAI MEDIASI

Suyono Saputra; Febbryan Zhangrinto

doi:10.31955/mea.v8i3.4453

Suyono Saputra Universitas Internasional Batam, Kota Batam, Kepulauan Riau
Febbryan Zhangrinto Universitas Internasional Batam, Kota Batam, Kepulauan Riau

DOI: https://doi.org/10.31955/mea.v8i3.4453

Abstract

Kemajuan teknologi memengaruhi kehidupan manusia, mendorong penggunaan teknologi dalam berbagai aktivitas sehari-hari termasuk bisnis. Data menunjukkan peningkatan penggunaan teknologi dalam pemasaran digital, pembelian bahan baku, dan komunikasi internal. Persaingan bisnis yang ketat mendorong perusahaan untuk berinovasi guna mempertahankan keunggulan kompetitif, terutama dalam industri smartphone. Inovasi, didukung oleh teknologi digital, menjadi kunci dalam menghadapi persaingan pasar yang semakin sengit. Rancangan penelitian adalah tahapan observasi sistematis untuk memperoleh data yang tepat. Penelitian ini bertujuan untuk menganalisis hubungan sebab-akibat variabel bebas dan terikat, serta pengaruh variabel mediasi. Objek penelitian adalah pemilik produk iPhone di Kota Batam. Sampel diambil dengan pendekatan non-probability purposive sampling, dengan setidaknya 160 responden, sesuai dengan persyaratan penelitian. Metode pengambilan sampel ini didasarkan pada kriteria tertentu yang relevan dengan tujuan penelitian. Hasil penelitian pada penelitian ini yakni orientasi pasar dan pengetahuan teknologi memiliki pengaruh signifikan terhadap kinerja inovasi produk baru (NPIP). Hal ini menunjukkan pentingnya bagi perusahaan, khususnya dalam industri smartphone seperti iPhone, untuk mempertimbangkan orientasi pasar dan peningkatan pengetahuan teknologi dalam upaya meningkatkan kinerja inovasi produk baru mereka.

Kata Kunci: NPIP, Orientasi Pasar, Teknologi

ABSTRACT

Technological advances affect human life, encouraging the use of technology in various daily activities including business. Data shows increased use of technology in digital marketing, raw material purchasing and internal communications. Tight business competition encourages companies to innovate in order to maintain a competitive advantage, especially in the smartphone industry. Innovation supported by digital technology is the key to facing increasingly intense market competition. The research design is a systematic observation stage to obtain appropriate data. This research aims to analyze the cause-and-effect relationship of independent variables and uncertainty, as well as the influence of mediating variables. The research object is the owner of an iPhone product in Batam City. Samples were taken using a non-probability purposive sampling approach, at least 160 respondents, in accordance with research requirements. This sampling method is based on certain criteria that are relevant to the research objectives. The research results in this study are that market orientation and technological knowledge have a significant influence on new product innovation performance (NPIP). This shows the importance for companies, especially in the smartphone industry such as the iPhone, to consider market orientation and technological improvements in an effort to improve their new product innovation performance.

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