KEPUTUSAN MANAJERIAL SEBAGAI DETERMINAN KEBERHASILAN PENGEMBANGAN PRODUK BARU: STUDI KASUS PADA INDUSTRI PRODUK RAMAH LINGKUNGAN DI INDONESIA

Dina  Agustin; Laras Putri  Kinasih

doi:10.58174/e1m1b511

Authors

Dina Agustin Universitas Pamulang
Laras Putri Kinasih Universitas Pamulang

DOI:

https://doi.org/10.58174/e1m1b511

Keywords:

Managerial Decision; New Product Development; Eco-Friendly Product.

Abstract

The success of new product development in the eco-friendly product industry is largely determined by the quality of managerial decisions made at each stage of the development process, from ideation to product commercialization in the market. This study aims to analyze the influence of managerial decisions encompassing research and development investment decisions, target market determination decisions, resource allocation decisions, and commercialization strategy decisions on the success of new product development in Indonesia's eco-friendly product industry during the 2020-2024 period. The research employs a descriptive-associative quantitative approach with primary data from 285 respondents comprising managers and executives of eco-friendly product companies registered in Indonesia, analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with SmartPLS 4 software. Results confirm that managerial decisions in aggregate have a positive and significant effect on new product development success (beta = 0.612; p < 0.001), with research and development investment decisions as the most determinant component (beta = 0.487; p < 0.001). The research model explains 68.4 percent of the variation in new product development success. This research provides empirical guidance for business leaders in the green industry to design decision-making systems that enhance the probability of sustainable eco-friendly product innovation success.

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