ANALISIS PENGARUH CORE COMPETENCIES, DYNAMIC CAPABILITY, INNOVATION STRATEGIES, DAN BRAND COMMUNICATION, TERHADAP BRAND SWITCHING BEHAVIOR UMKM DI SURABAYA

Abstract

AbstrakKompetensi inti tidak dapat mudah ditiru oleh pesaing. Hal ini merupakan sumber dari kemampuan perusahaan untuk memberikan nilai unik kepada para pelanggannya. Selain itu, kapasitas untuk memperbaharui kompetensi dengan Innovation Strategies, Dynamic Capability, serta Brand Communication, dalam rangka untuk mendapatkan kesesuaian dengan perubahan dan dinamika lingkungan diperlukan agar pelanggan tidak mudah melakukan Brand Switching Behavior. Penelitan kuantitatif explanatory research berstruktur model (SEM) dilakukan, dengan uji statistik deskriptif (SPSS), serta analisa multivariat (LISREL) pada 300 responden.Hasil penelitian menunjukkan pentingnya Innovation Strategies (0,95), Dynamic Capability (0,92), Brand Communication (0,55) terhadap Ketahanan UMKM dalam meredam Brand Switching Behavior agar pelanggan tidak beralih merek.Kata kunci: Core Competencies, Brand Switching Behavior. AbstractCore competencies cannot be easily imitated by competitors. It is the source of the company's ability to deliver unique value to its customers. In addition, the capacity to renew competence with Innovation Strategies, Dynamic Capability, and Brand Communication, in order to gain conformity with changes and environmental dynamics is needed so that customers do not easily perform Brand Switching Behavior. Quantitative research exploration of structured model (SEM) was conducted, with descriptive statistical tests (SPSS), as well as multivariate analysis (LISREL) in 300 respondents. The results showed the importance of Innovation Strategies (0.95), Dynamic Capability (0.92), Brand Communication (0.55) to THE Resilience of MSMEs in dampening Brand Switching Behavior so that customers do not switch brands.Keywords: Core Competencies, Brand Switching Behavior