DEVELOPING THE EXCELLENCE OF FIGURATIVE PRODUCTS TO INCREASE THE PERFORMANCE OF MARKETING (AN EMPIRICAL STUDY IN SMALL AND MEDIUM ENTERPRISES (UKM) IN CIREBON REGENCY, WEST JAVA PROVINCE)

Abstract

This research was aimed to analyze the influence of product innovation, marketing management capability, the excellence of figurative products towards marketing performance. Variables used in this research were product innovation variable, marketing management capability, and the excellence of figurative products towards marketing performance.  Sampling technique employed in this research was purposive sampling, the research samples were small and medium enterprises (UKM) Batik Cirebon. The numbers of samples were 120 respondents. The data were analyzed using Structural Equation Model (SEM) technique from software AMOS 22.  From the result of data analysis, it can be summarized that product innovation influenced positively and significantly towards the excellence of figurative products. Product innovation influenced negatively and insignificantly towards marketing performance. The capability of knowledge management influenced positively and significantly towards the excellence of figurative products. The excellence of figurative products influenced positively and significantly towards marketing performance. The capability of knowledge management influenced positively and significantly towards marketing performance.