Harini Abrilia Setyawati, Agus Suroso, Pramono Hari Adi


This study raises a new variable attractiveness of indigenous products which is a synthesis of the theory of the firm and social cognitive theory. The purpose of this study is to examine these variables with product differentiation as antecedent and marketing performance as a consequence. Product differentiation has a positive and significant influence on marketing performance. Product differentiation has a positive and significant influence on Indigenous product attractiveness. And Indigenous product attractiveness has a positive and significant influence on marketing performance

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