Pengaruh Penetrasi Pasar terhadap Daya Saing Produk Legal yang Dimoderasi oleh Aturan Hukum
DOI:
https://doi.org/10.38035/snlpr.v1i2.647Keywords:
Penetrasi Pasar, Aturan Hukum, Daya Saing, Produk LegalAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh penetrasi pasar dan aturan hukum terhadap daya saing produk legal, serta menguji peran aturan hukum sebagai variabel moderasi antara penetrasi pasar dan daya saing. Pendekatan kuantitatif digunakan dengan pengumpulan data melalui kuesioner yang disebarkan kepada konsumen, distributor, dan pelaku usaha yang terlibat dalam pasar produk legal. Analisis data dilakukan menggunakan PLS untuk menguji hubungan langsung dan moderasi antarvariabel. Hasil penelitian menunjukkan bahwa penetrasi pasar dan aturan hukum secara signifikan berpengaruh positif dan signifikan terhadap daya saing produk legal, sementara pengaruh moderasi aturan hukum terhadap hubungan penetrasi pasar dan daya saing tidak signifikan. Temuan ini menekankan pentingnya strategi penetrasi pasar dan kepatuhan terhadap regulasi hukum secara independen untuk meningkatkan daya saing produk legal di pasar yang kompetitif.
References
Ali, H., Karimi, S., & Febriamansyah, R. (2020). Analysis of export performance and export competitiveness trade of crude palm oil [CPO] industry in Indonesia with RSPO in India and United States markets. IOP Conference Series: Earth and Environmental Science, 497(1), 12043.
Davidson, P., Kauffmann, C., & De Liedekerke, M. G. (2021). How do laws and regulations affect competitiveness. OECD Regulatory Policy Working Papers.
Gitonga, G., Kariuki, P., & Kimani, E. (2025). Market Penetration Strategies and Competitive Advantage of the Telecommunication Firms in Kenya. International Journal of Strategic Management, 4(1), 1–26. https://doi.org/10.47604/ijsm.3171
Hair, J., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).
Hamdan, H., Krisnahadi, T., Komaria, N., Ilhamalimy, R. R., Raharja, I., & others. (2025). Institutional Innovation Performance of Tourism Villages: What Factors Are Needed? Jurnal Kepariwisataan Indonesia: Jurnal Penelitian Dan Pengembangan Kepariwisataan Indonesia, 19(1), 153–176.
Hamdan, H., Yuliantini, T., Raharja, I., Samudro, A., & Ali, H. (2023). Establishing collaboration and knowledge sharing as a fear of missing out response in improving tourist travel agency innovation performance. BISMA (Bisnis Dan Manajemen), 115–143.
Hanisah, F., & Hasan, A. F. (2025). Analisis implementasi UU nomor 7 tahun 2014 tentang perdagangan dalam rangka peningkatan daya saing produk dalam negeri: Analisis UU Perdagangan. Jurnal Kebijakan Ekonomi dan Keuangan, 57-67.
Hidayat, N. P. P. (2025). Membangun Daya Saing Investasi Indonesia: Studi Komparatif Taiwan dan Thailand dalam Sistem Ekonomi Global. Jurnal Transformasi Global, 12(1), 88-107.
Ibrahim, A. M., & Ali, H. (2023). Entrepreneurial orientation and innovation on competitive advantage. Siber International Journal of Digital Business (SIJDB), 1(1), 41–49.
Indra, R., & Hamdan, H. (2024). Trust as a Mediator between Export Commitment and Competitive Advantage on Export SME Performance. Dinasti International Journal of Management Science (DIJMS), 6(2).
Kotler, P. & Keller, K. L. (2016). Marketing Management, 15th Edition New. Jersey: Pearson Pretice Hall, Inc.
Kusumawati, M. P., Rahman, A. N., Rahman, P. A., Sumule, H. A., & Triyono, E. S. (2020). Analysis of the Readiness of Indonesian People and Regulations in Handling Fraud on Technology Exploitation. Asia Pacific Fraud Journal, 5(1), 33-55.
Raharja, I., Hamdan, H., & Kurniawan, D. (2024). Export Market Orientation As Mediation Between Entrepreneurial Orientation And Learning Orientation On Export Sme Performance. Dinasti International Journal Of Management Science, 5(5), 1042-1056.
Saputra, A. (2025). Optimalisasi Kebijakan Perlindungan Kekayaan Intelektual Dalam Era Digital Dengan Strategi Hukum Untuk Mendorong Inovasi Dan Daya Saing Nasional. Syntax Idea, 7(3), 414-420.
Saputra, G. A., Ali, H., & Hendayana, Y. (2024). The Influence of Product Orientation and Product Innovation on Competitive Advantage. Greenation International Journal of Tourism and Management, 2(2), 92–98.
Sari, R. A., & Ali, H. (2024). Implementation of SWOT Analysis to Increase Competitiveness of Online Stores in the Marketplace. Siber International Journal of Sport Education, 2(2), 72–78.
Setiawan, W. A., Zahro, A. H., Ramadanti, N. W., Fadila, A. F., & AzZahro, S. (2025). Dampak Ekspansi Marketplace Terhadap Daya Saing Bisnis Ritel di Indonesia. Jurnal Ilmiah Mahasiswa Ekonomi dan Bisnis Indonesia, 1(3), 88-99.
Siahaan, C., Samosir, O., & Ali, H. (2020). Exploring mediating role of green supply chain management between political support by government, green knowledge management capability and sustainable competitive advantage. International of Journal of Supply Chain Management, 9(5), 1498–1506.
Simorangkir, N. Z., & Ali, H. (2025). SWOT, IFAS, EFAS, and SPACE Analysis of Competitive Advantage Enhancement Strategies for XYZ Bakery and Pastry UMKM in Facing Market Competition. Siber International Journal of Education Technology (SIJET), 2(4), 116–124.
Sudirjo, F. (2023). Marketing strategy in improving product competitiveness in the global market. Journal of Contemporary Administration and Management (ADMAN), 1(2), 63-69.
Susiang, M. I. N., Siswanti, I., Permana, D., & Wibowo, M. W. (2024). Effects of competitive intelligence and halal integrity on Halalan Tayyiban implementation strategy in Indonesian MSMEs: the mediating role of halal orientation strategy. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-10-2023-0344
Wiranti, Z., & Ali, H. (2025). Swot analysis and so, st, wo and wt strategies in optimizing marketing strategies for competitive advantage at xyz fashion stores. Greenation International Journal of Engineering Science, 3(1), 10–22.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Hamdan Hamdan, Hapzi Ali
This work is licensed under a Creative Commons Attribution 4.0 International License.
![](<p><a%20title="call reviewer" href="https://forms.gle/D5QiZGFm3autZPui8" target="_blank" rel="noopener"><img class="col-xs-12" src="/public/site/images/admin-dinasti/call-rev1.png" /></a></p>)
