PENGARUH KEUNGGULAN BERSAING DAN INOVASI PRODUK DENGAN KINERJA PEMASARAN PADA USAHA BATIK TEGALAN DI KABUPATEN TEGAL

Abstract

This study aims to examine the influence ofCompetitive Advantages and Product Innovation
with Marketing Performance on Batik Business in Tegal Regency and greater influence
variable.
The hypothesis to be tested is to analyze empirically the influence ofCompetitive Advantages
and Product Innovation with Marketing Performance in Batik Tegalan Business in Tegal
Regency.The samples in this research are all batik craftsman moor in Bengle village ofTegal
regency. The total population to be sampled as much as 85 batik craftsmen moor. The test
instrument analysis uses the validity and reliability test and all proves valid and reliable.
Data analysis using Spearman rank correlation formula and multiple linear regression.
Testing with Statistical Program for Social Science (SPSS) 17.0.
The result of statistic test shows that partially product innovation has a positive effect on
marketing kinera equal to 67,7% and competitive advantage have positive effect to
marketing performance equal to 68,5%. Then the test results simultaneously show that the
product innovation and competitive advantage variables of 77.7% of marketing
performance. However, the variables of competitiveness that have the most influence on the
marketing performance of 68.5 percent. The test results coefficient determination shows the
amount of marketing performance that can be explained by product innovation variables
and competitive advantage of 60.4% and the remaining as much as 39.4% influenced by
other factors unexplainable.
Keywords: Product innovation, competitive advantage, marketing performance.