THE BUILDING OF MARKETING PERFORMANCE BASED ON PRODUCT INNOVATION AND COMPETITIVE ADVANTAGES OF BATIK CRAFTS

Abstract

In the business world, competition is getting tighter. As the complexities and dynamics of the
business environment intensify, companies begin to push to further strengthen their strategic
bases with concepts such as customer focused or oriented cultures. community. There are
several factors that can affect employee performance. The purpose of this study is to test the
performance of marketing-based product innovation and competitive advantage.
This research is survey. Data collection techniques conducted in this study using
questionnaires. The data used is the primary data from respondents' answers. Sampling
technique in this research using random sampling, in this research the sample used is 110
batik industry. Methods of data analysis were tested with Structural Equation Modeling
through Smart PLS (Partial Least Square) program.
The result of the research shows that the environmental uncertainty have positive and
significant influence to the product innovation, the intensity of R & D influences positive and
significant influence to product innovation, product innovation has positive and significant
influence to marketing performance, product orientation has positive and significant influence
to competitive advantage, influential positive and significant influence to competitive
advantage, competitive advantage have positive and significant influence to marketing
performance

Keywords: environmental uncertainty, product innovation, R & D intensity, product
orientation, competitive advantage, customer orientation, marketing performance.