GREEN PRODUCT INOVATION STRATEGIES IN THE ATTEMPT TO GAIN COMPETITIVE ADVANTAGE IN INDONESIA

Hasnelly, DS and Tanto Sriyono, MM and Ali Asgar, ds and Eddy Yususf, Ds (2016) GREEN PRODUCT INOVATION STRATEGIES IN THE ATTEMPT TO GAIN COMPETITIVE ADVANTAGE IN INDONESIA. Proceeding Joint Seminar Among KORPRI Kopertis Region IV, Wittenborg University. pp. 235-240. ISSN 978-602-71741-6-0

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Official URL: http://www.pangan.unpas.ac.id

Abstract

The purpose of this reaserch is conducted to develop model Marketing that can formulate the value and satisfaction that can be applied in green product innovation and also as a reminder to the society about the importance of health. The advantage of green product is not also for the consumer itself but also for public environment, that is why the demand of green products keep increasing. This research produce high quality of green product innovation model with the approach of market based that can give satisfaction to the customer and also increase performance and sustainability of agriculture industry through competitive advantage. This research was done by two stages which are qualitative and quantitative with purpose to minimize the bias that contained in resource. Research method used descriptive and verification method with structural equation modelling. Customer loyalty is only influenced by customer satisfaction with the value of 98%. However, the items of measurement for customer value needs to be re-examined in subsequent studies as a whole had no significant effect on satisfaction and loyalty. Further research on loyalty for green product can be done from the perspective of attitudinal and behavioral loyalty. Keywords: Innovation, organic product, resource based.

Item Type: Article
Subjects: PROCEEDING
Depositing User: Irwan Kustiawan
Date Deposited: 31 Dec 2016 01:05
Last Modified: 31 Dec 2016 02:21
URI: http://repository.unpas.ac.id/id/eprint/14232

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