DEVELOPMENT OF PRODUCT DIFFERENTIATION AND CUSTOMER RELATIONSHIP MANAGEMENT TO ENHANCE CREATIVITY AND INNOVATIVE EFFORTS BATIK IMAGING AFFECTING MARKETING PERFORMANCE
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Date
2013-01-20
Journal Title
Journal ISSN
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Publisher
The 10th International Conference on Asia Pacific Business Innovation and Technology Management, Asia Pacific Business Innovation and Technology Management Society (APBITMS)
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.
Description
Keywords
Product Differentiation, Customer Relationship Management, Performance Marketing