Pengaruh Dimensi Inovasi Terhadap Kinerja Pemasaran Dan Keuangan Pada Industri Kecil Pakaian Rajutan Binong Jati Jawa Barat

Abstract

Fashion industry is an industry that changes constantly and styles are relatively new and in the extreme can be short-lived, therefore it offers innovative products to consumers must be regulated effectively. This study aims to determine the influence of the dimensions of innovation to the marketing and financial performance in small industries of knitted garments in Binong Jati, West Java. The type of research is explanatory research. The sample are ninety small industries. Data analysis techniques used in this study is the variance-base partial least squares Structural Equation Modeling or PLS-SEM technique with software WarpPLS 5.0.and data source is primary, using questionnaires. The results showed no effect on the product innovation to marketing performance and financial performance, while process innovation, marketing innovation and organizational innovation affect the marketing performance and financial performance. Marketing performance impact on financial performance. Based on the results, the small industries of knitted garments in Binong Jati, West Java need to improve the innovation process in terms of product quality, improve the marketing innovation through product design attractive and continue to make innovation as an organizational culture that improve their marketing performance and financial performance.