Jurnal Manajemen Strategi dan Aplikasi Bisnis
Vol 4 No 2 (2021)

Pencapaian Kinerja Pemasaran pada Usaha Batik di Pekalongan

Laili Savitri Noor (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pancasila, Indonesia)
Fatima Tuzzahara Alkaf (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pancasila, Indonesia)
Adi Nugroho (Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pancasila, Indonesia)

Article Info

Publish Date
27 Jul 2021

Abstract

This study aims to analyze the marketing of the batik business in Pekalongan. The method utilized is descriptive and verification methods with a quantitative research approach. A sample of 41 respondents participated in this study. The data analysis is descriptive, verification analysis, path analysis method, and path coefficient. This study aims to examine the relationship between relational marketing and strategic innovation on marketing performance with this data analysis. The study results show no significant correlation between marketing relationship to innovation strategy and strategic innovation to marketing performance. In addition, this study also discusses the direct and indirect effects on the model.

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Journal Info
Jurnal Manajemen Strategi dan Aplikasi Bisnis
Website

Abbrev

JMSAB

Publisher

Lembaga Pengembangan Manajemen dan Publkasi Imperium

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

The focus of JMSAB are to promote strategic management and stimulate discussions, deliberations and debates on different management science strategies, principles, models, methodologies, techniques, applications in the field of business, commerce, industry, and ...