This study aims to determine the effect of market orientation and product creativity on the product innovation, the effect of market orientation, innovation, and product creativity on competitive advantage, and the effect of competitive advantage on industrial performance. This research is a field research on creative-preneur in Malang town, especially those who are members of Malang Creative Fusion (MCF). The number of samples taken was 133 people that selected using an accidental purposive sampling technique. The results showed that market orientation and product creativity have a positive and significant effect on product innovation. On the other hand, market orientation, innovation and product creativity also have a positive and significant effect on competitive advantage. In addition, competitive advantage is also has a positive and significant effect on industrial performance. The implications of the research are to achieve high industrial performance, creative industry should improve the competitive advantage by improving the market orientation, innovation and product creativity. While to improve market orientation, innovation and product creativity, creative industries should know what the customers want, how the strategy of the competitor is and improve cross-functional functions. Besides it, creative industries should invent new products that are original, unique, and have a high attractiveness or at least develop existing products, make a differentiation of the products and sell them at competitive prices.
AbstraksiPenelitian ini bertujuan untuk mengetahui pengaruh orientasi pasar dan kreativitas produk terhadap inovasi produk, pengaruh orientasi pasar, inovasi dan kreativitas produk terhadap keunggulan bersaing, dan pengaruh keunggulan bersaing terhadap kinerja industri. Penelitian ini merupakan field research pada para pelaku industri kreatif di kota Malang, khususnya yang tergabung dalam Malang Creative Fusion (MCF). Sampel sebanyak 133 pelaku industri kreatif dipilih dengan pendekatan accidental pusposive sampling. Adapun hasil penelitian menunjukkan bahwa orientasi pasar dan kreativitas produk berpengaruh positif dan signifikan terhadap inovasi produk. Di sisi lain, orientasi pasar, inovasi dan kreativitas produk juga berpengaruh positif dan signifikan terhadap keunggulan bersaing. Selain itu, keunggulan bersaing juga berpengaruh positif dan signifikan terhadap kinerja industri. Implikasi manajerial hasil penelitian ini adalah bahwa untuk mencapai kinerja industri yang tinggi, seharusnya industri kreatif meningkatkan orientasi pasar, inovasi dan kreativitas produk. Apaun cara meningkatkan orieantasi pasar, inovasi dna kreativitas produk, industri kreatif seharusnya berorientasi pada apa yang diinginkan pelanggan, JIBEKA Jurnal Ilmiah Bisnis dan Ekonomi Asia ISSN 2620-875X (Online) ISSN 0126-1258 (Print) http://jurnal.stie.asia.ac.id 31 |JIBEKA Hal. 30-47 Vol. 12, No. 2, Agustus 2018bagaimana strategi pesaing dan meningkatkan koordinasi lintas-fungsi. Selain itu berusaha menemukan produk yang orisi...