Analysis of Marketing Performance on Silk Industry through Mix Marketing Strategy and Competitive Advantage

Iman Firmansyah, DS and Yani Syafe'i, Ds and Wahyu Katon, DS (2012) Analysis of Marketing Performance on Silk Industry through Mix Marketing Strategy and Competitive Advantage. ASEAN ENTREPRENEURSHIP CONFERENCE, 2012. pp. 188-199.


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The national silk industries is one of agro-industry subsector which are potentially to be developed due to the advantages and chances to be a big industry, beside, it will increase regional economy and regional welfare. The government is trying to reduce natural silk import from 618.8 tons in 2005 to 275 tons in 2010, so that in global competitiveness, silk industry has a competitive advantage. The natural silk development was integrated carried out by stakeholders as a part of people economy development to increase the farmers revenue, increasing business opportunities, improving employment opportunities, increase regional revenue and foreign exchange, were begin with the action which are covered in the concept of marketing strategies (Craven David, 2003). Customer satisfaction can be done by the right controlling and mix marketing strategic planning to achieve a competitive advantage. The silk industry is still conventional and needs an appropriate calculation to many aspects which are covered in a mix marketing to increase marketing performance and once again competitive advantage. The subjects of this research are describing the mix marketing strategy, competitive advantage and marketing performance of silk industries in West Java, Indonesia, and to find out the influence of mix marketing and competitive advantage to the marketing performance in silk industries in West Java, Indonesia. Methods used in this research are descriptive and explanatory survey, with questionnaires and interview as a tools in primary data collector. Unit analysis is 47 respondents which are entrepreneurs and sellers who involved in silk business in West Java, Indonesia. The analysis data method is using descriptive analysis and verificative method of path analysis. The research found out that mix marketing strategy, competitive advantage are in an appropriate category, and marketing performance is in high category. Mix marketing strategy through competitive advantage has a positive effect and significant in improving marketing performance compared to the partially effect on marketing performance, on silk industries in West Java, Indonesia. Keywords: Mix Marketing Strategy, Competitive Advantage, Marketing Performance.

Item Type: Article
Divisions: Fakultas Teknik > Teknik Industri 2012
Depositing User: Irwan Kustiawan
Date Deposited: 23 May 2016 02:50
Last Modified: 23 May 2016 02:50

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