Pengaruh diversifikasi produk, inovasi produk, penetrasi pasar, dan citra merek terhadap kinerja perusahaan fast-moving consumer goods di Indonesia
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Abstract
This study examines how product diversification strategies, product innovation, market penetration, and brand image influence company performance within the Fast-Moving Consumer Goods (FMCG) sector in Indonesia, characterized by intense competition and shifting consumer preferences. The study aims to evaluate the impact of product diversification and the contribution of product innovation, market penetration, and brand image in enhancing company performance. Data were collected from 75 respondents using a non-probability approach with purposive sampling techniques. The research employs a quantitative methodology, utilizing Structural Equation Modeling (SEM) for data analysis. The findings reveal that product diversification and market penetration have a positive and significant impact on company performance, whereas product innovation and brand image show no significant influence in this context. This study offers practical insights for FMCG companies to prioritize product diversification and market penetration strategies that align with consumer preferences and market needs.
Penelitian ini menganalisis bagaimana strategi diversifikasi produk, inovasi produk, penetrasi pasar, dan citra merek memengaruhi kinerja perusahaan di sektor Fast-Moving Consumer Goods (FMCG) di Indonesia, yang dihadapkan pada persaingan ketat dan perubahan preferensi konsumen. Penelitian ini bertujuan untuk menilai pengaruh diversifikasi produk serta kontribusi inovasi produk, penetrasi pasar, dan citra merek dalam meningkatkan kinerja perusahaan. Data penelitian diambil dari 75 responden penelitian ini melalui pendekatan non-probability dengan teknik purposive sampling. Penelitian ini menggunakan metodologi kuantitatif dengan analisis melalui Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa diversifikasi produk dan penetrasi pasar memiliki dampak positif dan signifikan terhadap kinerja perusahaan, sedangkan inovasi produk dan citra merek tidak menunjukkan pengaruh signifikan dalam konteks ini. Penelitian ini memberikan wawasan praktis bagi perusahaan FMCG untuk fokus pada strategi diversifikasi produk dan penetrasi pasar yang selaras dengan preferensi konsumen dan kebutuhan pasar.
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