MENGEKSPLOITASI KEUNGGULAN PERUSAHAAN DALAM MENGISOLASI PRODUK UNTUK MENINGKATKAN KINERJA PEMASARAN

Abstract

This study aims to examine the role ofexcellence to isolate products in improving marketing
performance. This research is based on research gap influence of product development
capability to marketing performance. Product development capability is the ability of
companies that require creativity and high cost, whereas the level of success in entering the
market is still in doubt. This phenomenon raises the question of what should be done to
improve the success of product development capability. A concept that is the product
isolating advantage proposed in this study as a variable that plays an important role in
improving marketing performance. This study developed four hypotheses and tested using
data collected from 117 respondents consisting of owners of SMEs (small and medium
enterprises) salted eggs in Brebes, Central Java Province. Data was processed and analyzed
with Structural Equation Modeling using AMOS analysis tool 16. The results showed that
the product isolating advantage plays an important role in increasing marketing
performance. The originality of this research is that the relationship between product
development capability and marketing performance is still debated by researchers.
Therefore, this research tries to explain the relationship between product development
capability and marketing performance by adding mediation variable, that is the product
isolating advantage that influenced by product innovation and customer sensing capability.
Keywords : Theory of resource-based view (RBV), product development capability, poduct
isolating advantage, innovation product, Customer sensing capability, marketing
performance.