JARINGAN RELASIONAL VERTIKAL DAN HORIZONTAL SEBAGAI UPAYA MENINGKATKAN KINERJA PEMASARAN UKM BATIK TANJUNG BUMI DI KABUPATEN BANGKALAN

Abstract

Business success in SMEs are often assessed only on its success profitability rate or only on its financial performance, without have any attention to other factors that are even more fundamental, namely marketing performance. Therefore, marketing performance is one of indicator key for determining business success. Marketing performance can be achieved if SMEs performer can expand relation network horizontally and vertically.
This study aims to obtain description of UKM Batik Tanjung Bumi relational network empirically, knowing pattern of relation in network that developed with indicator that have been defined by some marketing experts, and for knowing impact of that relational network on marketing performance.
Descriptive method used to describe empirically about relational network that have been built by UKM Batik Tanjung Bumi performer, vertically and also horizontally. Furthermore, to know effect of relational network on marketing performance using regression analysis.
The result show that relational network that have been built vertically between supplier and SME-s performer that involve in every production process is strong, however it is so closed. Similarly, relation network horizontally between among of SME-s performer that involve in production process still weak. This has become one of the low performance of their marketing.
Recommendation that can be delivered from discover of this study, it is important to synthesize UKM Batik Tanjung Bumi performer to develop an industry cluster that built a strong network and has strong supply power, so it can open strong market network widely so its business performance is getting better.