Building Marketing Performance Through Competitive Advantage

Abstract

The era of globalization has demanded a change in the old paradigm in all fields, one of which is the marketing field. Business competition in the development of the era of globalization requires MSMEs to be able to act quickly and appropriately in facing competition in a business environment that is very dynamic and full of uncertainty. Likewise for the batik market from Pamekasan, which is known as the city with the largest number of batik entrepreneurs on Madura Island. The emergence of new competitors from abroad is able to carry high product innovation at prices desired by the market. Some markets are starting to look at these products, but of course the raw materials are not good fabrics like local products, but other materials that can be used as raw materials. These conditions have an impact on the sales value of batik products in Pamekasan Regency, Madura Island. MSMEs engaged in the batik industry must continue to be encouraged so that they have an advantage in creating marketing performance. Several factors that determine marketing performance include product innovation, digital marketing. Gap research shows that there are still differences in results between the influence of innovation factors, digital marketing on marketing performance. Therefore, in this study, the influence of these factors on marketing performance will be re-investigated, and the influence of indirect variables will be evaluated specifically, namely to test the position of the competitive advantage variable as a mediator in the influence between product innovation, digital marketing on marketing performance.