Absorptive Capacity in Fashion Product Marketing: A Ratoc Perspective

IF 0.7 Q4 PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH
Nurul Roudhotun Jannah, Augusty Tae Ferdinand, Raras Sekar Kinasih
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引用次数: 0

Abstract

This research aims to bridge the research gap in the literature by developing a conceptual model consisting of the concepts of market orientation, absorption capacity, new product development, and business performance. In this study, the population is Micro, Small and Medium Enterprises (MSMEs) in Surabaya's fashion sector. This group was chosen because it plays an important role in the Indonesian economy and can prove its existence in the Indonesian economy. The analytical method used in this study is structural equation model analysis (SEM) with AMOS program. The data collection method used questionnaires distributed to a total population of 243 fashion SMEs in Surabaya. The test results show that market orientation has a positive and significant effect on acceptability, acceptability has a positive and significant effect on new product development, and acceptability has a positive and significant effect on business development. This shows that new product development has a positive and significant impact on business success. The implication in this study is that to manage small businesses in the fashion industry what needs to be prepared is that it is necessary to always collect information about competitors, have differentiation, and modify the products offered to customers to improve company performance and profits.
时尚产品营销中的吸收能力:一个比率视角
本研究旨在通过建立一个由市场导向、吸收能力、新产品开发和经营绩效概念组成的概念模型来弥补文献中的研究空白。在这项研究中,人口是微型,中小型企业(MSMEs)在泗水的时尚行业。之所以选择这个群体,是因为它在印尼经济中扮演着重要的角色,可以证明它在印尼经济中的存在。本研究采用的分析方法是结构方程模型分析(SEM)和AMOS程序。数据收集方法为对泗水市243家时尚中小企业进行问卷调查。测试结果表明,市场导向对可接受性有积极显著的影响,可接受性对新产品开发有积极显著的影响,可接受性对业务发展有积极显著的影响。这表明新产品开发对企业成功具有积极而显著的影响。本研究的含义是,要管理时尚行业的小企业,需要准备的是,必须始终收集竞争对手的信息,有差异化,并修改提供给客户的产品,以提高公司绩效和利润。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
International Journal of Migration Health and Social Care
International Journal of Migration Health and Social Care PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH-
CiteScore
1.30
自引率
0.00%
发文量
21
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