Market orientation and pruduct innovation and the effect on competitive advantage : (survey on angklung craftsmen in Padasuka Bandung)

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Sungkyunkwan

UniversitY

Universitas lndonesia

7*

-

8* November 2013

Sungkyunkwan University; Seoul, South Korea

3 ICBMR IS AN ANNUAL EVENT OF THE DEPAHTMENT OF MANAGEMENT trACULTy _{oF EcoNoMlcs & auslNtss,}_uNlvERslrAslNDoNEs:A

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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

For more information please contact: Management Research Center

Department of Management ,

Faculty of Economics and Business Universitas lndonesia Phone: +62-21-7272425 Ext.503

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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.

Regards,

Rofikoh Rokhim, Ph.D.

Head of Organizing Committee ICBMR 2013

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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 11:05 am.11:10 am

11:10 am - 11:15 am

11:15 am - 11:20 am

11:20 am - 11:40 am

Opening Dec[aration Ul Host

Greeting SKKU President

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11i40 am - 12r00 pm

Greeting

Ambassador of lndonesia in 5outh Korea

Keynote Speech 1: Secretary of Labor Department, South Korea Keynote Speech 2: Sylvia Tiwon, South East Asian Studies, UC Berketey

Lunch Break

r:oo pm-2:20 pm _{istephanieoctavt"}_{lll:i.11*:j:9.-.}

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4:2O pm i

l2:00 pm - 1:00 pm

3:00 pm

4:40 pm - O:OO pm

I

J LuilLuil eill Jes5tOI I Concurrent Session 1 I

Concurrent Session 2

Friday, November 08, 2013

'::!: am - 12:90 pm i 'lral pil - 1:00 om

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Lunch and Award Ceremony

' ': r- 1:25 pm

: :: :. - l:30 pm

Get on a Bus

Company Visit 1

(SamsunE Electronics) Company Visit 2

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lndividuat City Tour & Dinner i

Nanta Show

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MARKET ORIENTATION AND PRODUCT INNOVATION AND THE EFFECT ON COMPETITIVE ADVANTAGE

(SURVEY ON ANGKLUNG CRAFTSMEN IN PADASUKA BANDUNG)

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 SMEs Angklung Craftsmen in Padasuka Bandung.

The method used in this reseafch is descriptive method of verification. The unit of analpis of this study is all bamboo angklung craftsmen makers who exist in the area of Padasuka Bandung in 2013 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 _Euationmodeling (SEM)-based component or variance which is known as Partial Least Square (PLS).

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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MARKETING ENVIRONMENT AND SOURCE OF COMPETITIVE ADVANTAGE IN TERM. OF FORMULATING MARKETING STRATEGY AND ITS INFLUENCE ON POSITIONAL ADVANTAGE' IMAGE AND

MARKETING PERFORMANCE

BUnvrv oN UNIVERSITIES tN BANDUNG' WEST JAVA)

DR. EDDY SOERYANTOSOEGOTO Universitas KomPuter lndonesia lndonesia

ABSTRACT

ThisarticlediscussesabouttheMarketingEnvironmentsourceofCompetitiveAdvantages,Marketing Strategies, Positional nou,nt'g;,"i;tg"tand Marketing,,Perlormance

by means a survey of 4 government universities anO 7' piirrL universities,with 11 leaders and 220 students

using

disproportionate random sampling ,i.tnoo inrruoing an application ol descriptive

analysis for qualitative

variables and verificative ,.ur,,rr io .*urine tne nypotnesis through a

structural equation model (sEM) using LISREL software' _,_{a:-- F-..i-a6m^^r}_{annnmncqqinn macro environment:} The results of research have revealed that Marketing Environment encompassing macro

envi

demographical,economic,t ri^.-r.gi*,p"ritical,culiural,andmicroenvironment:

suppliers,distribut.r'

customers, markets, competiro", .rrt

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as well as source of competitive Advantage

encompassings,p.,io,n.,o,,,.,,s,p.'io,skillandSuperiorControlaffectonMarketingStrategies whose ttre most significant lmpact is contributed by Macro Marketing

Environment'

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Marketing Environment, source of competitive Advantage and Marketing

strategy consist of services marketing strategy and ,r,*.iing |"ni* rt[tegy affecting.on positional Advantage, lmage and Marketing

perlormance whose the most prominent inJluence is contributed by the source of competitive Advantage.

PmitionalAdvantageincludessuperioncustomers'values:competentlecturers,excel|entprogram studies, access to inrormatiol'tecn..r.gio, guarantee of successlul graduation, educational

facilities'

competenl administrative u.tr.rr, ..rr.s. rllativelyJow tuition lees covering cost values, payment

flexibility,c6ttransparency,*n"ft*nipt'costreasonableness'paymenteffectiveness'andlmage coverrecognition,reputation,,mnitv,o,*oloyalty,thathaveinfluenceonMarketingPerformancei.e. number of nerv students,

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academic quality and graduates' absorption at iob market with Positional Advantage represent the greatest influence'

ilaj<rrfindingthatemergesr,o,tn.,.,.,'.houtcomesisthatallsourcesofCompetitiveAdvantage

constitrte tlre mct oominanira.too inRu.nring Marketing strategies, Positional Advantage, lmage and

iltt"t ttg Performance of univenities in Bandung' West Java'

Keywords: Marketing Environment, Sources of Competitive Advantage, Marketing

Strategy, Positional Advantage, lmage and Marketing Perlormance

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U N IVTRSITAS

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Management

Research

Centel

Department

of Management

Faculty

of

Economics

and

Business

Depok

16424,Jawa Barat

lndonesia

Telp. (+62-211727 2425

ext.503

Fax. (+62

-2U 786

3556

email: mrc.icbmr@gmail.com

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Sungkyunkwan

UniversitY

7*

-

8* November 2013

Sungkyunkwan University; Seoul, South Korea

3 ICBMR IS AN ANNUAL EVENT OF THE DEPAHTMENT OF MANAGEMENT trACULTy _{oF EcoNoMlcs & auslNtss,}_uNlvERslrAslNDoNEs:A

#

%p

YNSHT# ffiffi@

FEUI

The

8'h

lnternational

Conference

on

Business

and Management

Research

PROCEEDINGS

"Trade,

Business

and

lnvestment

in

(9)

-a

-;,

.-.J

*

r{

--*

g

s

I

3

4

q

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

For more information please contact: Management Research Center

Department of Management ,

Faculty of Economics and Business Universitas lndonesia Phone: +62-21-7272425 Ext.503

(10)