DIVERSITY OF INNOVATION TO ENHANCE CUSTOMER LOYALTY IN BATIK SLAMET HADIPRIYANTO BANYUMAS

Authors

  • Feby Febrian Faculty of Economics & Business, Universitas Winaya Mukti, Doktoral Program Universitas Trisakti
  • Ahmad Zaelani Adnan Balongan Oil & Gas Academy, University of Pendidikan Indonesia
  • Lutfi Setiadi Wibawa Faculty of Economics & Business, Universitas Winaya Mukti
  • Rudi Suprianto Ahmadi Faculty of Economics & Business, Winaya Mukti, Doktoral Program Universitas Trisakti
  • Granit Agustina Faculty of Economics & Business, Winaya Mukti Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.31933/dijdbm.v1i6.574

Keywords:

Diversity, Innovation, Customer Loyalty

Abstract

The research objective was to evaluate the relationship between innovation and customer loyalty as a determining factor in the sustainability of the marketing of batik cloth products. Design / methodology / approach - using descriptive and verification methods. The design uses consumer report data from the objective test results of 100 consumers from 3000 populations. The responses measured include innovation and loyalty. Measured data diversity and analysis was performed using       simple regression to estimate customer loyalty. Findings – diversity of innovation are important factors affecting consumer loyalty of batik cloth. Research limitations/implications - understanding the patterns that lead to product innovation diversity. Practical implications – diversity of innovation with loyalty. This diversity is a way to understand and explain antecedent innovation to increase consumer loyalty to batik cloth. Originality/value    development    innovation diversity to increase    consumer loyalty. The conclusion shows that this variable has a significant effect, namely 68.6% of the innovation variable from the loyalty, while 31.4% is explained by other variables not included in this study.

References

Asnawi, N., Sukoco, B.M. and Fanani, M.A. (2019), "The role of service quality within Indonesian customers satisfaction and loyalty and its impact on Islamic banks", Journal of Islamic Marketing, Vol. 11 No. 1, pp. 192-212

B?çakc?o?lu-Peynirci, N., Hizarci-Payne, A.K., Özgen, Ö. and Madran, C. (2019), "Innovation and export performance: a meta-analytic review and theoretical integration", European Journal of Innovation Management, Vol. ahead-of-print No. ahead-of-print.

Calvo Porral, C. and Levy-Mangin, J.-P. (2016), "Food private label brands: the role of consumer trust on loyalty and purchase intention", British Food Journal, Vol. 118 No. 3, pp. 679-696.

Chen, S., Kang, J., Liu, S. and Sun, Y. (2019), "Cognitive computing on unstructured data for customer co-innovation", European Journal of Marketing, Vol. 54 No. 3, pp. 570- 593.

Chen, C.-H.V., Yeh, P.-W. and Madsen, J. (2019), "Contingent worker and innovation performance in electronics manufacturing service industry", Chinese Management Studies, Vol. 13 No. 4, pp. 1003-1018.

Cintya Damayanti, Wahyono. (2015). Pengaruh kualitas produk, brand image terhadap loyalitas dengan kepuasan sebagai variabel intervening. Management Analysis

Journal 4 (3)

Fandy Tjiptono. (2014). Pemasaran Jasa. Malang. Bayu Media Publishing. Malang.

Haddad, M.I., Williams, I.A., Hammoud, M.S. and Dwyer, R.J. (2019), "Strategies for implementing innovation in small and medium-sized enterprises", World Journal of Entrepreneurship, Management and Sustainable Development, Vol. 16 No. 1, pp. 12- 29.
Hain, D.S. and Lindgaard Christensen, J. (2019), "Capital market penalties to radical and incremental innovation", European Journal of Innovation Management, Vol. 23 No. 2, pp. 291-313.

Huang, H., Lyu, C. and Zhu, X. (2019), "Second generation involvement and corporate innovation: evidence from China", Nankai Business Review International, Vol. 10 No. 4, pp. 526-545.

Holtzman, Y. (2014), "A strategy of innovation through the development of a portfolio of innovation capabilities", Journal of Management Development, Vol. 33 No. 1, pp. 24-31.

Li, H., Wu, J. and Lu, Z. (2019), "Bank diversity and SME innovation: evidence from China", International Journal of Bank Marketing, Vol. 38 No. 2, pp. 265-282.

Lukas, B.A. and Ferrel, O.C. (2000). “The Effect of Market Orientation on Product Innovation”.
Journal of The Academy Marketing Science. No.2 Vol.28. p.239-247

Ottar Olsen, S., Alina Tudoran, A., Brunsø, K. and Verbeke, W. (2013), "Extending the prevalent consumer loyalty modelling: the role of habit strength", European Journal of Marketing, Vol. 47 No. 1/2, pp. 303-323.

Philip Kotler dan Amstrong. Dalam, Buchari Alma. (2015). Manajemen Pemasaran dan Pemasaran Jasa. Bandung Alfabeta.

Segev, S., Ruvio, A., Shoham, A. and Velan, D. (2014), "Acculturation and consumer loyalty among immigrants: a cross-national study", European Journal of Marketing, Vol. 48 No. 9/10, pp. 1579-1599.

Shankar, A. and Jebarajakirthy, C. (2019), "The influence of e-banking service quality on customer loyalty: A moderated mediation approach", International Journal of Bank Marketing, Vol. 37 No. 5, pp. 1119-1142

Sarkar, J.G. and Sarkar, A. (2019), "Young adult consumers’ involvement in branded smartphone based service apps: Investigating the roles of relevant moderators", Information Technology & People, Vol. 32 No. 6, pp. 1608-1632.

Sugiono. (2017). Metode penelitian . Bandung. Alfabeta


Van der Westhuizen, L.-M. (2018), "Brand loyalty: exploring self-brand connection and brand experience", Journal of Product & Brand Management, Vol. 27 No. 2, pp. 172-184.

Downloads

Published

2020-11-01

Issue

Vol. 1 No. 6 (2020): Dinasti International Journal of Digital Business Management (October - November 2020)

Section

Articles

License

Authors who publish their manuscripts in this journal agree to the following conditions:

  1. The copyright on each article belongs to the author(s).
  2. The author acknowledges that the Dinasti International Journal of Digital Business Management (DIJDBM) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
  3. Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Digital Business Management (DIJDBM).