STRATEGY ANALYSIS OF THE SOR MODEL ON PERSONAL VALUES AND DESIGN THINKING ON COMPETITIVE ADVANTAGE IN MANUFACTURING

Kuswandi Kuswandi

Sekolah Tinggi Ilmu Ekonomi Mahardhika, Indonesia

Email: Kuswandi56@gmail.com

ABSTRACT

The purpose of this research is to test, analyze and discover new technologies and innovations for product excellence, especially in multi-functional household tools for one type of product through personal value and design thinking towards competitive advantage in Indonesia. Using a quantitative approach by collecting data sourced from questionnaires, observations, journals and reference books. The Stimulus, Organism, and Response (SOR) model is a foundation for thinking about provoking ideas in creating design thinking in finding multi-functions in a superior product. The population is manufacturing companies located in the territory of Indonesia, such as the City of Sidoarjo, the City of Tangerang, the City of Jakarta, the City of Semarang, and the City of Makassar. A sample of 350 respondents spread across these cities. The findings in the study, namely the design thinking variable and personal value variable were strengthened by the incentive stimulus, the results had a significant effect on superior products (for example: one utensil like Teflon which can be used besides frying without oil or butter can also be used to boil food that is non-sticky, simpler, economical and does not react with chemicals on the surface after use).

Keywords: Design thinking, household tools, personal value, SOR model)