Developing Marketing Performance through Iconic Ethnical Product

Abstract

This study aimed to analyze the influence of (1) product innovation, market penetration, value resonance power on marketing performance; (2) market sensing capability, iconic ethnical product on market penetration; (3) iconic ethnical product on value resonance power; (4) product innovation on marketing performance through iconic ethnical product. The population of this study were 1200 Batik SMEs in Pamekasan Regency Madura. The sample of this study were 200 respondents and analyzed using SEM with probability sampling. Based on the results, all hypotheses were significant except the influence of value resonance power on marketing performance.