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All Journal Kinerja Abdimas BISNIS: Jurnal Bisnis dan Manajemen Islam Proceeding SENDI_U
Marka, Mira Meilia
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Arts Humanities Economics, Econometrics & Finance Education Social Sciences

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Journal : Kinerja

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Strategy Competitive Advantages through Marketing Performance Arumsari, Nurul Rizka; Marka, Mira Meilia
KINERJA Vol 22, No 2 (2018): KINERJA
Publisher : Faculty of Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (309.01 KB) | DOI: 10.24002/kinerja.v22i2.1812

Abstract

This study aims to describe efforts to create competitive advantages through marketing performance based on product innovation and promotion on SMEs weaving Troso in Jepara district. The research method used is multiple linear regression analysis 2 stages with sampling technique using purposive sampling. The results showed that product innovation as measured by three indicators covering product line, new product, and artificial product have a positive and significant influence on marketing performance. Promotions measured by six indicators covering advertising, personal selling, sales promotion and publicity have proven to have a positive and significant impact on marketing performance. Marketing performance measured by three indicators that include profit targets, customer growth, and sales turnover have a positive and significant impact on competitive advantage.Keywords: competitive advantage, marketing performance, product innovation, promotion
Co-Authors Alifiana, Mia Ajeng Arumsari, Nurul Rizka Arumsari, Nurul Rizka Arumsari, Nurul Rizka Noor Azis