PENGARUH DIFERENSIASI PRODUK MELALUI KINERJA PEMASARAN UNTUK MENCAPAI KEUNGGULAN BERSAING (Studi Pada Kawasan sentra Industri Keripik Lampung)

Devi Yani Damanik, 1016051038 (2014) PENGARUH DIFERENSIASI PRODUK MELALUI KINERJA PEMASARAN UNTUK MENCAPAI KEUNGGULAN BERSAING (Studi Pada Kawasan sentra Industri Keripik Lampung). Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Lampung.

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Abstrak

ABSTRAK Penelitian ini bertujuan untuk menganalisis dan memberi bukti empiris mengenai pengaruh diferensiasi produk melalui kinerja pemasaran untuk mencapai keunggulan bersaing. Jenis penelitian ini adalah eksplanative research. Penelitian ini menggunakan variabel independen yaitu diferensiasi produk (X), variabel intervening yaitu kinerja pemasaran (Z), dan variabel dependen yaitu keunggulan bersaing (Y). Setelah dilakukan tinjauan pustaka dan penyusunan hipotesis, data dikumpulkan melalui metode kuisioner yang disebar kepada 30 responden diambil dari keseluruhan produsen keripik pisang yang berada di kawasan sentra industri keripik Lampung. Sedangkan analisis dilakukan dengan pengolahan data menggunakan smartPLS versi 2.0 m3 yang dijalankan dengan media komputer. Hasil tes smatrtPLS menunjukkan bahwa semua hipotesis diterima yaitu H1: Diferensiasi produk memiliki pengaruh terhadap kinerja pemasaran keripik pisang, H2: Kinerja pemasaran memiliki pengaruh dengan keunggulan bersaing, H3 : Diferensiasi produk memiliki pengaruh terahdap keunggulan bersaing melalui kinerja pemasaran. Untuk penelitian selanjutnya mengenai pemahaman akan industri keripik pisang di Lampung perlu mengambil responden yang beragam, tidak hanya berada si satu lokasi penelitian. Kata Kunci: Diferensiasi Produk, Kinerja Pemasaran, dan Keunggulan Bersaing ABSTRACT This study aims to analyze and provide empirical evidence on the effect of product differentiation through performance marketing to achieve competitive advantage. This research is eksplanative research. This study uses the independent variable is the product differentiation (X), an intervening variable is the performance marketing (Z), and the dependent variable is the competitive advantage (Y). After a literature review and hypothesis formulation, data were collected through questionnaire method which were distributed to 30 respondents drawn from the whole banana chips manufacturer located in Kawasan sentra Industri Keripik Lampung. While the analysis is done by processing the data using version 2.0 m3 smartPLS run with computer media. SmatrtPLS test results showed that all accepted hypothesis is H1: Product differentiation has an influence on the performance of the marketing of banana chips, H2: Performance marketing has the effect of competitive advantage, H3: Product differentiation has influence obtain any competitive advantage through marketing performance. For further research on the understanding of banana chips industry in Lampung need to take a range of respondents, not only is the location of the study. Keywords: Product Differentiation, Marketing Performance and Competitive Advantage

Tipe Karya Ilmiah: Skripsi
Subyek: A General Works = Karya Karya Umum > Karya Karya Umum = 000
Program Studi: Fakultas ISIP > Prodi Administrasi Bisnis
Depositing User: 5528170 . Digilib
Date Deposited: 19 Dec 2014 06:53
Last Modified: 22 Dec 2014 07:33
URI: http://digilib.unila.ac.id/id/eprint/5929

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