MANAJEMEN LAYANAN SEBAGAI STRATEGI DAN PRAKTIK SUSTAINABILITY BISNIS UNTUK MENINGKATKAN DAYA SAING UMKM DI BANDUNG

Cinthya Ersa Dewanti  Zai; Budi  Harto

doi:10.31004/jrpp.v7i2.26868

Authors

Cinthya Ersa Dewanti Zai Politeknik LP3I
Budi Harto Politeknik LP3I

DOI:

https://doi.org/10.31004/jrpp.v7i2.26868

Keywords:

Manajemen Layanan, Keberlanjutan Bisnis, Daya Saing Perusahaan, Inovasi Layanan, Keunggulan Kompetitif.

Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh integrasi antara inovasi layanan dan pemasaran terhadap keberlanjutan bisnis, dengan latar belakang umum meningkatnya kebutuhan perusahaan untuk memperkuat keberlanjutan dan ketahanan bisnis dalam lingkungan pasar yang kompetitif. Secara khusus, fokus pada bagaimana integrasi strategis dari kedua jenis inovasi ini dapat memperkuat posisi kompetitif dan membangun fondasi yang kuat untuk pertumbuhan jangka panjang. Penelitian ini diilhami oleh gap pengetahuan mengenai dampak sinergis antara inovasi layanan dan pemasaran dalam konteks keberlanjutan bisnis. Metodologi yang digunakan adalah pendekatan kualitatif dengan metode deskriptif analitis, melibatkan kuesioner, wawancara mendalam, dan review literatur. Hasil utama menunjukkan bahwa integrasi inovasi layanan dan pemasaran secara signifikan meningkatkan ketahanan perusahaan terhadap krisis, mempercepat pengembangan produk baru, dan meningkatkan kepuasan serta retensi pelanggan, dengan peningkatan keterlibatan karyawan sebagai dampak positif tambahan dari strategi inovasi terintegrasi. Temuan ini menegaskan bahwa sinergi antara inovasi layanan dan pemasaran merupakan faktor kunci dalam mencapai keberlanjutan bisnis yang efektif dan menawarkan kontribusi penting terhadap literatur manajemen strategis dan praktik bisnis, menyarankan bahwa perusahaan harus memprioritaskan pendekatan yang lebih kolaboratif dan terintegrasi dalam merancang dan mengimplementasikan inovasi.

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