Orientasi Pasar dan Keunggulan Produk Baru pada UKM Tekstil Jakarta
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Abstract
This research explores the impact of market orientation in textile Small and Medium Enterprises (SMEs) on new product advantages, as well as the moderating role of innovation capability. The findings show that Customer Orientation makes a significant positive contribution to New Product Excellence. Innovation Capability has a significant positive moderating impact, strengthening the relationship between Customer Orientation and New Product Advantage. Although Competitive Orientation has a significant negative impact on New Product Advantage, Innovation Capability has a positive moderating effect that optimizes its interrelationship. In addition, Inter-Functional Coordination has a significant positive impact on New Product Advantage, and Innovation Capability functions as a negative moderator that moderates the relationship between the two. The implication is that a holistic strategy that integrates customer orientation, innovation capabilities and inter-functional coordination is the key to achieving sustainable new product excellence in the context of textile SMEs.
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