Record Details

Strategy Competitive Advantages through Marketing Performance

KINERJA: Journal of Business and Economics

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Field Value
 
Title Strategy Competitive Advantages through Marketing Performance
 
Creator Arumsari, Nurul Rizka
Marka, Mira Meilia
 
Subject M31
 
Description 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
 
Publisher Faculty of Economics Universitas Atma Jaya Yogyakarta
 
Contributor —
 
Date 2018-11-06
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://ojs.uajy.ac.id/index.php/kinerja/article/view/1812
10.24002/kinerja.v22i2.1812
 
Source KINERJA; Vol 22, No 2 (2018): KINERJA; 168-185
2549-1709
0853-6627
 
Language eng
 
Relation https://ojs.uajy.ac.id/index.php/kinerja/article/view/1812/1231
 
Rights Copyright (c) 2018 KINERJA