Influence of Marketing Mix against Marketing Performance Through the Orientation of the Batik Small Industry Market In East Java

Abstract

This research investigates the role of product characteristics as a moderator on the marketing performance of small batik businesses in the East Java Bakorwil II region. The population is a number of batik industry entrepreneurs in Bakorwil II (Bojonegoro, Lamongan, Tuban, Jombang, Mojokerto, and Kediri) East Java, and a study sample of 276 respondents. The results showed that: product, price, distribution, and market orientation influenced the small batik industry business strategy. Promotion has no significant effect on business strategy. Product, price, distribution, promotion, market orientation, and business strategy of batik product's influence marketing performance. Negative significant product characteristics moderate the relationship of business strategy to marketing performance, thus the existence of product characteristic variables has not been able to increase the influence of business strategies on the performance of small batik industry marketing in the East Java Bakorwil II region.