Ismudiar, Wahdan Kukuh Additional Author Rufaidah, Popy Additional Author mixed material bibliography Bandung Institut Teknologi Bandung 2016 en English

Hal. 37-51 In this dynamic era, to keep up with the trends on the market, companies should be able to make innovations. The wordrn“innovation” among electronic companies in people’s minds is usually associated with technological aspects of the products. Meanwhile,rnthere is also another aspect of innovation that, over these recent years, has been developed and has also brought significant impacts on thernproducts, which is called Marketing Innovation. In this study, the product is Personal Electronic Products, which include smartphones,rntablets, and Laptops that are produced by South Korea and Japan’s electronic companies. The marketing innovation that is implementedrnby the South Korea and Japan’s electronic companies is measured using five dimensions, which are: Product Design Innovation, PackagingrnDesign Innovation, Product Price Innovation, Product Placement Innovation, and Product Promotion Innovation. The study testsrnempirically the instrument for multidimensionality, reliability & validity using a confirmatory factor analysis (CFA) approach. Therninstrument is further found to be reliable, and has convergent and discriminant validity. In order to examine the marketing innovationrnthat is implemented on the personal electronic products of South Korea and Japan’s electronic companies, the study used 250 samples ofrnpersonal electronic product customers in the area of Bandung City. The result of the study found that the marketing innovation scale is anrnestablished measurement to examine the marketing innovation process. From the result, also it can be seen that the customers of SouthrnKorea’s personal electronic products are more perceived with the marketing innovation dimensions that implemented by the South Korea’srnelectronic companies on its personal electronic products. Marketing Innovation Personal Electronic Product Confirmatory Factor Analysis NONE Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen 48873 2019-05-15 00:15:29 2019-05-15 00:15:29 machine generated