THE EFFECT OF DEVELOPMENT RESEARCH OF INTENSITY AND COMPETITIVE MANAGEMENT ON MARKETING PERFORMANCE WITH INNOVATION BASED GREEN PRODUCT AS MEDIATOR VARIABLE: AN EMPIRICAL STUDY

  • Aris Tri Haryanto, Septiana Novita Dewi, Achmad Choerudin

Abstract

This study aims to give a description on furniture industrial in Sragen Regency, Central Java, Indonesia to improve its marketing performance by looking at the influence of the intensity of research and management of competitor by variable innovation as mediated based green product, with the use of efficient power and impact on as well as the risks to the environment increasingly fewer which starts from the creation of concept of green product until it becomes the finished product is it can be said that green product offering high quality which able to increase the performance of marketing. Methods used in this research is a survey. Analysis techniques using analysis path, with a population of the research is an industry on the furniture in Sragen Regency using production process environmentally. The sampling based on snow-ball sampling because the sample of members of the population is a serial information based on the beginning of some furniture industries be key-person. The result showed that innovation based green product able to mediate between the intensity research and management of the performance of marketing competitors, some very strong correlation larger than do not use based mediation innovation green product this is because indirect effect larger than the direct effect, so the use of the innovation green variable based product effective.

Published
2020-06-04