Abstract
Various models of relationship marketing were developed with the aim to create sustainable performance. Old model of marketing is a conventional marketing that only rely on face to face marketing. However, in line with the advances in market information technology, customers should be pampered and served well. E-commerce and E-business is the application of busi-ness operations conducted through the Internet so that it can expand product marketing both in national and international markets. The purpose of this study is to develop and test models of relationship marketing, that is, the relationship among determinants of marketing performance increase. Sample in this study is 41 Batik SME owners in Semarang City. The analysis used in this study is the SEM-PLS. Data processing in this study uses the Smart PLS. The results of this study indicate that: (1) social capital has no influence on market capabilities; (2) relation-ship quality has influence on market capabilities; (3) entrepreneurial orientation has influence on social capital; (4) market capabilities has influence on marketing performance; (5) e-com-merce has influence on marketing performance, meaning that a better e-commerce or online marketing will be able to improve the marketing performance of SMEs.
Highlights
One of the products of creative industry is Batk which is an Indonesian art and cultural product
Batik is different from other cultural products since its motif and design is the characteristic and pride of the Indonesian
This study uses a purposive sampling technique with the criteria: 1) small-medium enterprises (SMEs) stand at least 2 years, 2) Owners of SMEs domicile in the city of Semarang, 3) SMEs owners are willing to be interviewed
Summary
One of the products of creative industry is Batk which is an Indonesian art and cultural product. This is reflected in the unique design and style describing cultural heritage ofeach region. Batik is different from other cultural products since its motif and design is the characteristic and pride of the Indonesian. The current Batik small enterprisesor small-medium enterprises (SMEs) are still traditional because they have not been managed professionally. They still use transactional marketing so there needs to be a change into relationship marketing
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
