ORIENTASI PELANGGAN, PESAING, DAN INOVASI PRODUK TERHADAP KINERJA PEMASARAN BPR

  • Neneng Imelda Sudjana Program Studi Magister Manajemen, Sekolah Tinggi Ilmu Ekonomi Enam Enam Kendari, Kendari, Sulawesi Tenggara, Indonesia
  • Rahmat Madjid Program Studi Magister Manajemen, Sekolah Tinggi Ilmu Ekonomi Enam Enam Kendari, Kendari, Sulawesi Tenggara, Indonesia
  • David C. E. Lisapaly Program Studi Magister Manajemen, Sekolah Tinggi Ilmu Ekonomi Enam Enam Kendari, Kendari, Sulawesi Tenggara, Indonesia

Keywords

Orientasi Pelanggan, Orientasi Pesaing, Inovasi Produk, Kinerja Pemasaran, BPR

Abstract

Persaingan jasa keuangan dan percepatan digitalisasi menuntut Bank Perekonomian Rakyat (BPR) membangun kemampuan memahami nasabah, membaca pesaing, dan memperbarui penawaran. Penelitian ini menganalisis pengaruh orientasi pelanggan, orientasi pesaing, dan inovasi produk terhadap kinerja pemasaran PT Bank Perekonomian Rakyat Bahteramas Kolaka (Perseroda). Penelitian menggunakan pendekatan kuantitatif cross-sectional terhadap 94 nasabah dari populasi 1.465 nasabah, dipilih dengan rumus Slovin pada tingkat kesalahan 10%. Data dikumpulkan melalui kuesioner skala Likert lima poin dan dianalisis menggunakan regresi linier berganda dengan SPSS. Hasil menunjukkan orientasi pelanggan (B=0,265; p=0,001), orientasi pesaing (B=0,214; p=0,009), dan inovasi produk (B=0,531; p<0,001) berpengaruh positif dan signifikan terhadap kinerja pemasaran. Secara simultan, ketiga variabel signifikan (F=52,607; p<0,001) dan menjelaskan 63,7% variasi kinerja pemasaran (R²=0,637). Kebaruan penelitian terletak pada pemisahan orientasi pelanggan dan pesaing serta pengujiannya bersama inovasi produk pada konteks BPR daerah. Temuan menegaskan bahwa kinerja pemasaran BPR diperkuat oleh integrasi market sensing dan inovasi, dengan inovasi produk menunjukkan koefisien regresi terbesar.

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2026-11-01