INOVASI PRODUK MEMEDIASI BRAND IMAGE DAN ORIENTASI PELANGGAN TERHADAP KINERJA PEMASARAN UMKM KOTA PONTIANAK
Abstract
Pengaruh brand image dan orientasi pelanggan terhadap kinerja pemasaran pada UMKM kafe dan resto kota Pontianak melalui inovasi produk. Penelitian ini didasari oleh fenomena peningkatan persaingan di bidang usaha kuliner yang memaksa pelaku UMKM tidak hanya bergantung pada citra merek, tetapi mampu berinovasi pada produk serta memperhatikan kebutuhan pelanggan. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif dengan metode survei melalui kuesioner yang diberikan kepada 143 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling, sedangkan untuk proses analisis data digunakan dengan bantuan software Amos versi 23. Hasil penelitian menunjukkan bahwa brand image memiliki pengaruh positif dan signifikan terhadap kinerja pemasaran serta inovasi produk. Selain itu, orientasi pelanggan juga berpengaruh signifikan terhadap inovasi produk. Inovasi produk memiliki peran penting dalam meningkatkan kinerja pemasaran dan berfungsi sebagai variabel mediasi yang memperkuat hubungan antara brand image dan orientasi pelanggan terhadap kinerja pemasaran. Uji Sobel mengonfirmasi bahwa inovasi produk secara signifikan memediasi pengaruh dari citra merek dan orientasi pelanggan terhadap kinerja pemasaran. Dengan demikian, penelitian ini menegaskan bahwa kombinasi dari brand image yang kuat, orientasi pelanggan yang tinggi, serta konsistensi dalam melakukan inovasi produk mampu meningkatkan performa pemasaran UMKM kafe dan resto secara berkelanjutan.
References
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Anggraeni, M., & Sanaji, S. (2022). Measurement of Company Performance Based on Innovation (Study on Restaurant and Cafe in Padang City). Jurnal Manajemen Universitas Bung Hatta, 17(2), 103–117. https://doi.org/10.26740/jim.v9n2.p752-767
Asnimar, A., Lita, R. P., & Ma’ruf, M. (2022). Measurement of Company Performance Based on Innovation (Study on Restaurant and Cafe in Padang City). Jurnal Manajemen Universitas Bung Hatta, 17(2), 103–117. https://doi.org/https://doi.org/10.37301/jmubh.v17i2.20006
Asyhari, & Yuwalliatin, S. (2021). The Influence of Green Marketing Strategy on Purchasing Decision With Mediation Role of Brand Image. Journal of Applied Management (JAM), 19(3), 535–546. https://doi.org/http://dx.doi.org/10.21776/ub.jam.2021.019.03.07
Atmaja, D. R., & Afandi, R. K. (2024). Pengaruh Orientasi Pelanggan, Kepuasan Pelanggan Yang Dimediasi Oleh Kualitas Layanan Terhadap Kepuasan Pelanggan. Jurnal Lentera Bisnis, 13(3), 1607–1626. https://doi.org/10.34127/jrlab.v13i3.1208
Basuki, K., & Husni, A. N. (2022). The Effect of Digital Marketing and Brand Image on MSME Performance MOI Kelapa Gading Square Moderated Product Quality. Research and Critics Institute (BIRCI-Journal), 5(2), 14311–14322. https://www.bircu-journal.com/index.php/birci/article/view/5297
Bekata, A. T., & Kero, C. A. (2024). Customer Orientation, Open Innovation and Enterprise Performance, Evidence from Ethiopian SMEs. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2320462
Bruce, E., Shurong, Z., Amoah, J., Egala, S. B., Sarfo, P. A., Baidoo, B. E., Darko, D. A., Ailing, L., & Yongxing, Y. (2025). Examining The Impact of Social Media Usage on Start-Ups Performance: Mediating Role of Brand Image. PLoS ONE, 20(5 May), 1–22. https://doi.org/10.1371/journal.pone.0320133
Cho, Y., & Choi, Y. (2021). When and How Does Sustainable HRM Improve Customer Orientation of Frontline Employees? Satisfaction, Empowerment, and Communication. Sustainability (Switzerland), 13(7). https://doi.org/10.3390/su13073693
Christian, T. J., & Yoestini, Y. (2023). Pengaruh Orientasi Pelanggan, Orientasi Kewirausahaan, dan Lingkungan Industri Terhadap Kinerja Pemasaran Syariah Melalui Keunggulan Bersaing Pada UMKM Olahan Pangan Seafood di Kabupaten Sidoarjo. Jurnal Ilmiah Ekonomi Islam, 9(3), 4316. https://doi.org/10.29040/jiei.v9i3.11410
Cruz Ruiz, E., Ruiz Romero de la Cruz, E., Zamarreño Aramendia, G., & Cristòfol, F. J. (2022). Strategic Management of the Malaga Brand Through Open Innovation: Tourists and Residents’ Perception. Journal of Open Innovation: Technology, Market, and Complexity, 8(1), 1–17. https://doi.org/https://doi.org/10.3390/joitmc8010028
Delima, E. S., Helilusiatiningsih, N., & Saptaria, L. (2025). Strategy for Improving Marketing Performance of Sri Rejeki Retail Store Kediri Using SWOT Analysis. Ekonika : Jurnal Ekonomi Universitas Kadiri, 10(1), 55–69. https://doi.org/10.30737/ekonika.v10i1.6367
Firkiana, Q., Kurniawati, & Masnita, Y. (2025). The Influence of Customer Perceived Restaurant Innovativeness (CPRI) of Meatball Restaurants on Brand Love and Brand Loyalty. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(1), 761–786. https://doi.org/https://doi.org/10.31538/iijse.v8i1.5619
Fitri, M., Nuha, S. A. A., & Nurudin, N. (2022). Increasing Marketing Performance Through Customer Orientation, Competitor Orientation and Product Innovation. Journal of Digital Marketing and Halal Industry, 4(2), 59–74. https://doi.org/10.21580/jdmhi.2022.4.2.13384
Goenawan, F., Hadi, I. P., & Sidik, A. (2023). Search Engine Optimization (SEO) for Journalistic Content in Building Brand Image for Innovation Products. Scriptura, 13(1), 38–57. https://doi.org/10.9744/scriptura.13.1.38-57
Harini, S., Silaningsih, E., & Putri, M. E. (2022). Pengaruh Orientasi Pasar, Kreativitas dan Inovasi Produk Terhadap Kinerja Pemasaran UMKM. Jurnal Inspirasi Bisnis Dan Manajemen, 6(1), 67–82. https://doi.org/10.33603/jibm.v6i1.6040
Hayati, M. Z., Firdaus, Jumai, & Nur Aini, F. (2025). The Impact of Brand Storytelling and Brand Image on Marketing Performance: A Case Study of Grab Indonesia. Jurnal Manajemen Bisnis, 12(1), 39–54. https://doi.org/10.33096/jmb.v12i1.974
Jauhar, M. W., Sulistyo, B., & Prambudia, Y. (2024). Pengembangan Model Bisnis Dengan Pendekatan Lean Canvas Pada Kafe Tadashi Kohi. Journal of Industrial Engineering and Operation Management, 7(2), 208–223. https://doi.org/10.31602/jieom.v7i2.16316
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Kencana, P. N., Diposumarto, N. S., & Farradia, Y. (2024). Enhancing Marketing Performance Through Competitive Advantage Based on Entrepreneurial Orientation and Market Orientation (A Study on the Footwear Industry in Banten Province). Formosa Journal of Science and Technology (FJST), 3(12), 2647–2666. https://journal.formosapublisher.org/index.php/fjst/article/view/12682
Komariah, S., Bukhari, E., & S, R. S. (2024). Influence of Customer Orientation, Technology Orientation and Entrepreneurial Orientation on Product Innovation in MSMEs The Halal Food Sector in North Bekasi City. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(3), 3175–3182. https://doi.org/10.37676/ekombis.v12i3.5670
Miwa, N. D., Hussein, A. S., & Rahayu, M. (2023). The Influence of Fashion Innovativeness on Behavioral Intention Mediated by Brand Image and Brand Love. Jurnal Aplikasi Manajemen, 21(1), 261–271. https://doi.org/10.21776/ub.jam.2023.021.1.19
Musnaini, M., Suryani, L., Asrini, A., & Mudhita, I. K. (2022). Performance Analysis of Local Brand Organic Cosmetics Marketing as an Effort To Develop The Jambi Regional Economy. Jurnal Perspektif Pembiayaan Dan Pembangunan Daerah, 10(4), 251–270. https://doi.org/10.22437/ppd.v10i4.17238
Novie, M., Usada, U., & Asitah, N. (2021). Optimization of Speed Innovation on the Influence of Customer Orientation on Market Performance. Sentralisasi, 10(2), 83–93. https://doi.org/10.33506/sl.v10i2.1307
Nurudin, Hendar, & Ratnawati, A. (2023). The Impacts of Maslahah Product Uniqueness, Islamic Customer Orientation, and Islamic Innovativeness Dimensions in Improving Marketing Performance. Uncertain Supply Chain Management, 11(3), 1099–1110. https://doi.org/10.5267/j.uscm.2023.4.012
Nurudin, Muyassarah, & Laily Nur Asyifa. (2021). Competitive Advantage: Influence of Innovativeness, Marketing Sensing Capabilities and Brand Image on Marketing Performance MSE’s. At Taqaddum, 13(2), 197–212. https://journal.walisongo.ac.id/index.php/attaqaddum/article/view/13380
Prayudi, D. (2024). The Role of Purchasing Decisions in Enhancing Customer Value in Wedding Organizers. Swabumi, 12(2), 151–161. https://doi.org/10.31294/swabumi.v12i2.21820
Rahman, S., & Yacob, S. (2022). Model Loyalitas Konsumen Brilink : Suatu Perspektif Dari Brand Image Dan Kepuasan Di Pt.Bank Rakyat Indonesia (Persero) Tbk. Kantor Cabang Muara Bulian. Jurnal Manajemen Terapan Dan Keuangan, 11(03), 688–702. https://doi.org/10.22437/jmk.v11i03.17984
Rato, K. W., Pedi, M. A., Ngongo, A. T., Dappa, A., Zogara, M. U., & Lende, A. (2024). Analisis Sistem Persaingan Bisnis Kuliner Sirkey Cafe and Resto. TUTURAN: Jurnal Ilmu Komunikasi, Sosial Dan Humaniora, 3(1), 35–42. https://doi.org/10.47861/tuturan.v3i1.1399
Sab, D. C., & Safitri, Y. E. (2022). The Impact of Product Quality , Brand Image and Price on Customer Satisfaction of Ootd Service District Sempu Banyuwangi. Ekonomi, 11(01), 624–630. https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/372
Sarippudin, A., Fitriani, I. D., & Zulkarnaen, W. (2019). Pengaruh Citra Merek (Brand Image) Terhadap Proses Keputusan Pembelian Handphone Samsung Di ITC Kebon Kalapa Bandung. Jurnal SEMAR: Sain Ekonomi Manajemen & Akuntansi Riviu, 1(3), 42-51.
Septiani, S., Sarma, M., Najib, M., Sirait, N. P., & Hidayati, N. (2024). How Do Product Innovation, Internet Marketing and Brand Identity Affect Business Performance of Small and Medium-Sized Agri-Food Processing?. Journal of Infrastructure, Policy and Development, 8(13), 7665. https://doi.org/10.24294/jipd7665
Soekotjo, H., Cahyono, K. E., Nugroho, N. E., Rismawati, R., & Kawiana, I. G. P. (2021). The Role of Mediation of Product Innovation in Improving Enterprises Orientation of Marketing Performance of Tofu Industry. Management Science Letters, 11(9), 473–480. https://doi.org/10.5267/j.msl.2020.9.020
Supradita, C. F., Darpito, S. H., & Laksana, D. H. (2020). Brand Image As a Mediation of Electronic Word of Mouth on Purchasing Intention of Laneige. Jurnal Penelitan Ekonomi Dan Bisnis, 5(2), 180–193. https://doi.org/10.33633/jpeb.v5i2.3270
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Published
2025-12-05
How to Cite
Ariesta, R., & Hiong, L. S. (2025). INOVASI PRODUK MEMEDIASI BRAND IMAGE DAN ORIENTASI PELANGGAN TERHADAP KINERJA PEMASARAN UMKM KOTA PONTIANAK. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(3), 2099-2115. https://doi.org/10.31955/mea.v9i3.6578
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Articles
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