DEVELOPMENT OF PRODUCT DIFFERENTIATION AND CUSTOMER RELATIONSHIP MANAGEMENT TO ENHANCE CREATIVITY AND INNOVATIVE EFFORTS BATIK IMAGING AFFECTING MARKETING PERFORMANCE

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DEVELOPMENT OF PRODUCT DIFFERENTIATION AND CUSTOMER RELATIONSHIP MANAGEMENT TO ENHANCE CREATIVITY AND INNOVATIVE EFFORTS BATIK IMAGING AFFECTING MARKETING PERFORMANCE

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Title: DEVELOPMENT OF PRODUCT DIFFERENTIATION AND CUSTOMER RELATIONSHIP MANAGEMENT TO ENHANCE CREATIVITY AND INNOVATIVE EFFORTS BATIK IMAGING AFFECTING MARKETING PERFORMANCE
Author: Febrianti, R. Adjeng Mariana; Dora, Yenny Maya
Abstract: Batik is an Indonesian cultural, heritage, generally, Indonesian people already know about it, but the differentiate between batik and batik textiles in common people of Indonesia or most batik consumers aren’t still understand. Often the consumers are proud to wear batik, due to buying batik in stores that have been quite popular, the price is quite expensive, but is not actually acquired batik cloth but batik textile fabric, or better known as silk screening fabric (print). Definition of batik generally agreed upon at the International Batik Convention in Yogyakarta in 1997 is the process of writing a picture or decoration on any media by using wax batik (wax) as a color barrier. When the process without the use of batik wax it can not be called batik, batik textile and it is said. The purpose of this research the reveal data and information related to product differentiation development effectuate customer relationship management; adjust in marketing performance, and their implication through influence revelation from the respective variables. The sample under research consisted of 200 (two hundred) Small, Micro Enterprises in Cirebon East Java. The research method used descriptive and verificative, in which the descriptive research was the research intended to obtain description of product differentiation, customer relationship management, using the approach of modelling and in the solution technique to be used as analysis tool in this dissertation, that is, the Structural Equation Model (SEM). The result revealed that Product Differentiation has the most significant influence, which compare with the customer relationship management. This is cause in scale of micro having a problem to develop the customer relationship management with perfectly. This is due lack of technology. That Impact to effective and the performance marketing.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/3421
Date: 2013-01-20


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