Marketing Communication Mix and Innovation on Customer Retention and Sustainable Competitive Advantages in Culinary Tourism Business Environment in the City of Medan
Abstract
This study aimed at analysing marketing communication mix and innovation towards customer retention and sustainable competitive advantage in the culinary business in the city of Medan. The type of research in this study is descriptive quantitative and the nature of the research is explanatory. This study used a random sampling method to collect data of 126 respondents. In analysing the data, the method of SEM analysis was used to determine the effect of marketing communication mix and innovation on customer retention and sustainable competitive advantage in the culinary business in the city of Medan. As a result, it was revealed that: 1) marketing communication mix has negative but significant effect on the culinary business customer retention in the city of Medan; 2) innovation has positive and significant effect on culinary business customer retention in the city of Medan; 3) marketing communication mix has positive but not significant effect on the sustainable competitive advantage in the culinary business in the city of Medan; 4) innovation has a positive and significant effect on the culinary business sustainable competitive advantage in the city of Medan; 5) customer retention has a positive and significant effect on culinary business customer retention in Medan. In this study, the results of SEM analysis discovered that marketing communication mix does not significantly affect sustainable competitive advantages, but rather continuous innovation that can improve sustainable competitive advantage. Therefore, it is suggested that in order to continue to exist, business owners of culinary business should create innovative products on foods/drinks and a few technical dimensions that help achieve sustainable competitive advantage.
References
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[43] Supranoto, M. 2009. Strategi Menciptakan Keunggulan Bersaing Produk Melalui Orientasi Pasar, Inovasi, And Orientasi Kewirausahaan Dalam Rangka Meningkatkan Kinerja Pemasaran (Studi Empiris Pada: Industri Pakaian Jadi Skala Kecil And Menengah Di Kota Semarang), Tesis, Program Pasca Sarjana Program Magister Manajemen Universitas Diponegoro, Semarang
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[46] Wahyono, W. 2001. Orientasi Pasar and Inovasi: Pengaruhnya Terhadap Kinerja Pemasaran (Studi Kasus Pada Industri Mebel di Kabupaten Jepara), Tesis, Program Pasca Sarjana Program Magister Manajemen Universitas Diponegoro, Semarang, Available at: http://eprints.undip.ac.id/9102/1/2001MM721.pdf
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***Badan Pusat Statistik, Kota Medan Dalam Angka. 2013. Katalog BPS, 2016
[2] Arikunto.S, 2002.Prosedur Penelitian Suatu Pendekatan, Jakarta : Penerbit Rineka Cipta
[3] Assery,S.2009. Mengukur Keunggulan Bersaing. Available at: http://globalmanagement.wordpress.com/2009/05/29/mengukur-keunggulan-bersaing/ (Accessed on 24-06-2017)
[4] Bansal, H.S., Irving, P.G., and Taylor, S.F. 2004. A. Three Component Model of Customer Commitment to Service Providers, Journal Of The Academy Marketing Science, 32(3): 234
[5] Banani, A. 2013. How To Get The Sustainable Competitive Advantage?, Available at: http://jp.feb.unsoed.ac.id/index.php/sca-1/article/download/92/97, (Accessed on 24-05-2017)
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[7] Barney, B.J. 2001. Resources Based Theories of competitive advantage: A ten year retrospective on the resources based view, Journal Of Management 27(6): 643-650 Available at: www.jom.sagepub.com (Accessed on 12-02-2017)
[8] Besemer, S.P. 2005. Be Creative Using Creative Product Analysis in Gifted Education. Creative Learning Today, 13(4): 1-4
[9] Boohene, R., Agyapong, G.K.Q., Gonu, E. 2013. Factors Influencing the Retention of Customers of Ghana Commercial Bank within the Agona Swedru Municipality. International Journal of Marketing Studies 5 (4): 1-14, ISSN 1918-719X, Available at: http://www.ccsenet.org/journal/index.php/ijms/article/view/27993 (Accessed on 23 Juni 2017)
[10] De Boer, S., Hekkert, M., and Woolthuis, R.K. 2009. Strategies of sustainable entrepreneurs to effect the innovation system, Journal Utrecht University Department of Innovation and Environmental Sciences, May 2009. Available at: http://www.dime-eu.org/files/active/0/de%20Boer-Hekkert-and-Woolthuis.pdf
[11] Dick, A.S., and Basu, K. 1994. Customer loyalty: Toward an integrated conceptual framework, Journal of the Academy of Marketing Science, 22 (2): 99-113, Spring.
[12] Dirgantoro, C. 2002. Keunggulan Bersaing Melalui Proses Bisnis, PT Gramedia Widiasarana Indonesia, Jakarta, ISBN: 9796955466, 9789796955466
[13] Duncan, T. 2005. Principles of Advertising and IMC, 2nd Edition, Mc.Graw-Hill, ISBN: 0072537744, 9780072537741, 774 pp.
[14] Edwards, R.A., Orr, D.W. 2005. The Sustainibilty Revolution: Portrait of a Paradigm Shift, New Society Publishers, Canada, ISBN-10: 0865715319, 224 pp.
[15] Esti, W., Lubis, N., Wijayanto, A. 2014. Pengaruh nilai pelanggan terhadap retensi pelanggan Melalui kepuasan (studi pada mahasiswa jurusan administrasi bisnis universitas diponegoro Angkatan 2009 – 2012 pengguna layanan data smartfren). Jurnal Ilmu Administrasi Bisnis, 3 (1), Available at: http://download.portalgaruda.org/article.php?article=142777&val=4721 (Accessed on 25-05-2017)
[16] Ferdinand, A. 2002. Structural Equation Modelling Dalam Penelitian Manajemen, Edisi 2 Seri Pustaka Kunci 03/BP UNDIP, Baand Penerbit Diponegoro, Semarang, Indonesia.
[17] Gerlach, A. 2003. Sustainable Entrepreneurship And Innovation, Research Of Centre for Sustainability Management, University of Lueneburg. Available at: www.cob.nmu.edu (Accessed on 15-02 2017)
[18] Ghozali, I. 2006. Aplikasi Analisis Multivariate Dengan Program SPSS, Edisi 4, Baand Penerbit Universitas Diponegoro, Semarang, ISBN: 9797043002, 9789797043001, 315 pp.
[19] Hansen, U., and Hennig-Thurau, T. 2000. Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention. Germany: Springer – Verlag Berlin Heidelberg, ISBN: 978-3-662-09745-8, 462 pp.
[20] Heryanto, J. 2007. Inovasi Pemasaran Untuk Produk Industri, Makalah The 2nd Indonesian Business Management Conference, Jakarta, January 30, Available at: http://research-dashboard.binus.ac.id/uploads/paper/document/publication/Journal/Inasea/Vol%208%20No%201%20April%202007/03_Januar%20Heryanto_Inovasi.pdf
[21] Hoffman, N. 2000. An Examination Of the “ Sustainable Competitive Advantage”Concepts: Past, Present, and Future, Journal Academy Of Marketing Science Review, 4-2000. Available at: http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.200.7948&rep=rep1&type=pdf
[22] Hurriyati, R. 2005. Bauran Pemasaran dan Loyalitas Konsumen; Bandung: ALFABETA 129, 29
[23] Huryaturrahmi, Y. 2008. Bauran Komunikasi Pemasaran Jasa (Studi Tentang Strategi And Penerapan Bauran Komunikasi Pemasaran Di Redhouse Dalam Rangka Menjaga Sustainability (Di Tengah Kompetitor Sejenis), Tesis Program Magister Manajemn, Komunikasi, Universitas Sebelas Maret, Surakarta
[24] Idru, M. 2009. Metode Penelitian Ilmu Sosial: Pendekatan Kualitatif and Kuantitatif, Edisi Kedua,Penerbit Erlangga, Jakarta, ISBN: 9789790000000, 308 pp.
[25] Kaplan, R., Norton, D.P. 2000. Balanced Scorecard, 2000 Terjemahan, Penerbit Erlangga, Jakarta
[26] Kusumawati, R. 2010. Pengaruh karakteristik pimpinan and inov asi produk baru terhadap kinerja perusahaan Untuk mencapai keunggulan bersaing berkelanjutan, Jurnal Ekonomi and Bisnis 5 (9), ISSN: 1907-4433, April. Available at: https://media.neliti.com/media/publications/56987-ID-pengaruh-karakteristik-pimpinan-dan-inov.pdf
[27] Kotler, P., and Keller, K.L. 2009. Manajemen Pemasaran ,12 th ed., Vol 1., Terjemahan, Penerbit Erlangga, Jakarta
[28] Kotelnikov, V. 2004. Sustainable Competitive Advantage, tersedia di Hunting Dragons Consulting, Available at: www.huntingdragons.co.za (Accessed on 12-02-2017)
[29] Lupiyodi, R., and Hamandi, A. 2013. Manajemen Pemasaran Jasa, (ed. 3), Penerbit Salemba Empat, Jakarta ISBN: 9789790612594, 342 pp.
[30] Marques, S., Ferreira, C., and Ferreira, J. 2009. SME Innovative Capacity, Competitive Advantage and Performance in a 'Traditional' Industrial Region of Portugal, Journal of Technology Management & Innovation, 4 (4): 53-68, Universidad Alberto Hurtado Chile
[31] Motomura, O. 2013. Sustainable Entrepreneurship. Available at: http://www.paricenter.com/library/papers/Sustainable_repreneurship.pdf (Accessed on 12-02-2017)
[32] Nazir, O.M. 2009. Metode Penelitian, Penerbit Ghalia Indonesia, Bogor, ISBN: 9794501735, 544 pp.
[33] Porter, M. 1980. Competitive Strategy “Techniques For Analyzing Industries and Competitors, The Free Press, New York, ISBN: 0029253608, 9780029253601, 396 pp.
[34] Porter, M. 1991. Towards a Dynamic Theory of Strategy, Strategic Management Journal, 12 (2): 95-117, Special Issue, Available at: http://onlinelibrary.wiley.com/doi/10.1002/smj.4250121008/pdf (Accessed on 10-01-2017)
[35] Purnama, N. 2000. Membangun Keunggulan Bersaing Melalui Integrasi Perencanaan Stratejik and Perencanaan SDM, Artikel USAHAWAN, No. 07 Th XXIX Juli.
[36] Rangkuti, F. 2006. Measuring Customer Satisfaction. PT. Gramedia Pustaka Utama., Jakarta. ISBN: 9792200185, 9789792200188 Available at: https://books.google.ro/books?id=1aQqbP6MNJoC&pg=PA325&lpg=PA325&dq=Measuring+Customer+Satisfaction.+Rangkuti+2002&source=bl&ots=r9J331vTbX&sig=VdTdXpZZmRIgdJdWlpepKATisPk&hl=ro&sa=X&ved=0ahUKEwjf4Ya-pqPZAhXjLcAKHYmmB1wQ6AEINzAC#v=onepage&q=Measuring%20Customer%20Satisfaction.%20Rangkuti%202002&f=false
[37] Reswanda I.M.M. 2011. Pengaruh Orientasi Kewirausahaan terhadap Pembelajaran Organisasi, Keunggulan Daya Saing Berkelanjutan and Kinerja Usaha pada UMKM Kerajinan Kulit Berorientasi Ekspor di Sidoarjo, Journal of Small Business Management, Universitas Airlangga Maret, Available at: http://ejournal.narotama.ac.id/files/JOURNAL%20for%20IE%20UNEJ.pdf
[38] Roestanto, A. 2005. Peran Komunikasi Pemasaran and Hubungan Kemitraan dalam Meningkatkan Kinerja Pemasaran and Membangun Keunggulan Bersaing Berkelanjutan (Studi Empiris Pada PerguruanTinggi Swasta di Jawa Tengah), Tesis, Program Pasca Sarjana Program Magister Manajemen Universitas Diponegoro, Semarang
[39] Santoso, S. 2011. Structural Equation Modeling (SEM) Konsep and Aplikasi dengan Amos 18, PT Elex Media Komputindo, Jakarta, ISBN: 9789792792270, 191 pp.
[40] Sony, Y., Sukarno, E., and Ichsan, M. 2002. Petunjuk Praktis Penyusunan Balanced Scorecard Menuju Organisasi Yang Berfokus Pada Strategi, PT Gramedia Pustaka Utama, Jakarta, ISBN-10: 979-686-894-6
[41] Sugiyono. 2008. Metode Penelitian Bisnis¸ Penerbit Alfabeta, Yogyakarta. Available at: https://nurrahmanarif.wordpress.com/2009/06/29/metode-penelitian-bisnis/
[42] Sulaiman, W. 2005. Statistik Non Parametrik, Ed.1., Penerbit Andi, Yogyakarta, ISBN: 9795339966, 168 pp.
[43] Supranoto, M. 2009. Strategi Menciptakan Keunggulan Bersaing Produk Melalui Orientasi Pasar, Inovasi, And Orientasi Kewirausahaan Dalam Rangka Meningkatkan Kinerja Pemasaran (Studi Empiris Pada: Industri Pakaian Jadi Skala Kecil And Menengah Di Kota Semarang), Tesis, Program Pasca Sarjana Program Magister Manajemen Universitas Diponegoro, Semarang
[44] Tijptono, F., and Chandra, G. 2007. Service, Quality and Satisfaction, Penerbit ANDI Yogyakarta
[45] Vyandra,2006. Innovative Entrepreneur, Penerbit Ide Media, Semarang
[46] Wahyono, W. 2001. Orientasi Pasar and Inovasi: Pengaruhnya Terhadap Kinerja Pemasaran (Studi Kasus Pada Industri Mebel di Kabupaten Jepara), Tesis, Program Pasca Sarjana Program Magister Manajemen Universitas Diponegoro, Semarang, Available at: http://eprints.undip.ac.id/9102/1/2001MM721.pdf
[47] Wibowo, A.L. 2011. Experiential Marketing Pengaruhnya Terhadap Branded Customer Experience And Loyalitas Pelanggan Restoran And Cafe Serta Dampaknya Pada Citra Bandung Sebagai Destinasi Pariwisata Indonesia, Available at: http://download.portalgaruda.org/article.php?article=379932&val=8427&title=EXPERIENTIAL%20MARKETING%20DAN%20BRANDED%20CUSTOMER%20EXPERIENCE%20KAITANNYA%20DENGAN%20LOYALITAS%20PELANGGAN%20RESTORAN%20DAN%20CAFE%20SERTA%20DAMPAKNYA%20PADA%20CITRA%20BANDUNG%20SEBAGAI%20DESTINASI%20%20PARIWISATA%20INDONESIA
[48] Yamin, S., and Kurniawan, H. 2009. SPSS COMPLETE: Teknik Analisis Statistik Terlengkap dengan Software SPSS, Penerbit Salemba Infotek, Jakarta, ISBN: 978-602-8126-05-2
[49] Zimmerer, T., and Scarborough, N.M. 2005. Pengantar Kewirausahaan and Manajemen Bisnis Kecil. Penerbit PT. Prenhallindo, Jakarta, ISBN: 9796837617
***Badan Pusat Statistik, Kota Medan Dalam Angka. 2013. Katalog BPS, 2016
Published
2017-12-31
How to Cite
SITORUS, Sunday Ade.
Marketing Communication Mix and Innovation on Customer Retention and Sustainable Competitive Advantages in Culinary Tourism Business Environment in the City of Medan.
Journal of Environmental Management and Tourism, [S.l.], v. 8, n. 8, p. 1567-1578, dec. 2017.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/1895>. Date accessed: 23 apr. 2024.
doi: https://doi.org/10.14505/jemt.v8.8(24).13.
Section
Article
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.