Marketing Performance Analysis Of Batik MSMES In Sumenep Regency

  • Farah Werdimansyah Universitas Bahaudin Mudhary Madura
  • Masfufatul Khoiriyah Universitas Bahaudin Mudhary Madura
  • Janna Aulia Pulung Sari Universitas Bahaudin Mudhary Madura
  • Ahmad Syauqi Universitas Bahaudin Mudhary Madura
DOI: https://doi.org/10.24929/feb.v16i1.5073
Keywords: Entrepreneurial Orientation, Product Innovation, Competitive Advantage, Marketing Performance, Batik MSMEs

Abstract

This study aims to analyze the influence of entrepreneurial orientation, product innovation, and competitive advantage on the marketing performance of batik MSMEs in Sumenep Regency. This study uses a quantitative approach with an associative research type. The population in this study is all batik MSMEs in Sumenep Regency, totaling 35 business units, with the sampling technique using saturated sampling, so that the entire population is used as a research sample. Data analysis methods used include validity tests, reliability tests, and multiple linear regression analysis with t-tests and F-tests. The results of the study indicate that partially entrepreneurial orientation does not significantly influence marketing performance, with a calculated t value of 1.539 and a significance level of 0.134 (>0.05). Product innovation is proven to have a positive and significant effect on marketing performance with a calculated t value of 2.046 and a significance level of 0.049 (<0.05). Meanwhile, competitive advantage does not significantly influence marketing performance with a calculated t value of 0.790 and a significance level of 0.436 (>0.05). Simultaneously, the three independent variables influence marketing performance with a calculated F value of 4.054 and a significance level of 0.015 (<0.05). The conclusion of this study is that product innovation is more influential in improving the marketing performance of batik MSMEs in Sumenep Regency, while entrepreneurial orientation and competitive advantage have not had a significant impact. Therefore, MSMEs are advised to focus more on developing product innovation and optimizing business strategies to sustainably improve marketing performance.

References

Astuti, M., & Handayani, T. (2021). Analisis Kinerja Pemasaran Umkm Produk Olahan Singkong Di Wilayah Lebak-Banten Miguna. 4(2), 331–342.
Fatmawati, M. V. A., Mananeke, L., Roring, F., Manajemen, J., Sam, U., & Manado, R. (2018). Pengaruh Strategi Pemasaran Dan Inovasi Produk Terhadap Kinerja Pemasaran Produk Indihome Pt . Telkom Area Tomohon The Influence Of Marketing Strategy And Product Innovation On Marketing Performance Of Indihome Product Of Pt . Telkom In Tomohon. 6(3), 1568–1577.
Fatih, N. M., Eva, M., & Vita, F. (2020). Pengaruh Orientasi Kewirausahaan Inovasi Produk Dan Keunggulan Bersaing Terhadap Pemasaran Umkm. 100–109.
Fatih, Y. N., Sudarmawan, A., Ngurah, I. G., & Ardana, S. (2022). Kajian Proses Dan Nilai Estetik Batik Tulis Di Rumah “ Batik Rato Wms ( Wirausahawan M Uda Sumenep )” Kabupaten Sumenep. 12(3), 199–219.
Febriansari, D., & Atmojo, I. R. W. (2021). Aplikasi Pengenalan Motif Batik Ngawi Berbasis Android Devie. 6(2), 620–636.
Methasari, M., Kurniawan, G., & Sidik, A. R. (2018). Analisis Orientasi Pasar, Inovasi Dan Kreativitas Terhadap Kinerja Pemasaran Pada Umkm Di Kabupaten Madiun Melanny. 8.
Merakati, M., Dra. Hj. S. Anugrahini Irawati, M. M., & Hadi Purnomo, Se., M.. (2019). Pengaruh Orientasi Kewirausahaan Dan Inovasi Produk Terhadap Kinerja Umkm Batik Gedog Khas Tuban. 33–48.
Miller, D., & Friesen, P. 1982. Innovation in conservative and entrepreneurial firms: Two models of strategic momentum. Strategic Management Journal, 3.
Rompis, J. E. H., Mananeke, L., & Lintong, D. C. A. (2022). Pengaruh Orientasi Kewirausahaan, Inovasi Produk Dan Keunggulan Bersaing Terhadap Merakati, I., Rusdarti, & Wahyono. (2017). Journal of Economic Education. 6(2), 114–123.
Sari, M. (2020). Pengaruh Orientasi Kewirausahaan, Orientasi Pasar, Dan Inovasi Produk Terhadap Kinerja Pemasaran. 2(1), 153–165.
Sugiono. (2015). Metode Penelitian Kombinasi (Mix Methods) (Alfabeta (ed.).
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabet.
Sugiyono. (2018). Metode Penelitian Kombinasi (Mixed Methods). Bandung: Cv Alfabeta
Sugiyono (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alphabet.
Trilaksono, A. (2020). Perkembangan Batik Tulis Di Desa Klampar Kabupaten Pamekasan Tahun 2009-2017 Meridiana Eka Prasetyaningrum. 8(1), 1–9.
Wirawan, Y. R. (2017). Pengaruh Orientasi Pasar, Orientasi Kewirausahaan Terhadap Kinerja Pemasaran Umkm Batik Di Kabupaten Jombang Yahya. 56–69.
Published
2026-05-17
Issue
Vol 16 No 1 (2026): Performance: Jurnal Bisnis & Akuntansi
Section
Articles

Performance: Jurnal Bisnis & Akuntansi allows readers to read, download, copy, distribute, print, search, or link to the full texts of its articles and allow readers to use them for any other lawful purpose. The journal allows the author(s) to hold the copyright without restrictions. Finally, the journal allows the author(s) to retain publishing rights without restrictions.

In most cases, appropriate attribution can be provided by simply citing the original article, for example:

Sakdiyah, H. (2017). ANALISIS PENERAPAN ENVIROMENTAL MANAGEMENT ACCOUNTING (EMA) PADA RSUD DR.H.SLAMET MARTODJIRJO PAMEKASAN. PERFORMANCE: Jurnal Bisnis & Akuntansi, 7(1), 1-18. doi:https://doi.org/10.24929/feb.v7i1.343

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


 

Abstract viewed = 15 times
PDF downloaded = 6 times