JAM : Jurnal Aplikasi Manajemen
Vol 17, No 3 (2019)

MARKET ORIENTATION TO IMPROVE MARKETING PERFORMANCE THROUGH THE COMPETITIVE ADVANTAGES OF BATIK SMEs

M. Taufiq Noor Rokhman (Faculty of Economics and Business Universitas Wisnuwardhana Malang)

Article Info

Publish Date
31 Aug 2019

Abstract

The purpose of this study was to investigate competitive advantage as a mediator of the effect of market orientation on the marketing performance of Batik UKM in Malang. The population of this research is 100 batik SME owners in Malang. Sampling in this study uses saturated / census sampling, meaning that all populations are used as samples so that the sample of this study amounted to 100 respondents. Data analysis uses Structural Equation Modeling (SEM). The results showed that there was a direct and positive influence of market orientation on the marketing performance of batik SMEs in Malang City and the competitive advantage was able to mediate the influence of market orientation on the marketing performance of batik SMEs in Malang City.

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Journal Info
JAM : Jurnal Aplikasi Manajemen
Website

Abbrev

jam

Publisher

Universitas Brawijaya

Subject

Decision Sciences, Operations Research & Management

Description

Jurnal Aplikasi Manajemen - Journal of Applied Management (JAM) publishes all forms of quantitative and qualitative research articles and other scientific studies related to the field of functional management (marketing, finance, human resources, and operations) as well as the applied management and ...