Developing Marketing Performance through Iconic Ethnical Product

Iriantini, Dwi Bhakti Developing Marketing Performance through Iconic Ethnical Product. THE INTERNATIONAL JOURNAL OF BUSINESS & MANAGEMENT. (Unpublished)

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Abstract

This study aimed to analyze the influence of (1) product innovation, market penetration, value resonance power on marketing performance; (2) market sensing capability, iconic ethnical product on market penetration; (3) iconic ethnical product on value resonance power; (4) product innovation on marketing performance through iconic ethnical product. The population of this study were 1200 Batik SMEs in Pamekasan Regency Madura. The sample of this study were 200 respondents and analyzed using SEM with probability sampling. Based on the results, all hypotheses were significant except the influence of value resonance power on marketing performance. Keywords: product innovation, market sensing capability, iconic ethnical product, value resonance power, market penetration, marketing performance

Item Type:	Other
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Sulimin BP3
Date Deposited:	05 Jan 2024 01:36
Last Modified:	05 Jan 2024 01:36
URI:	http://erepository.uwks.ac.id/id/eprint/16883

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