Marketing Performance

Survey on Business Local

Abstract

Abstract This study is entitled "Analysis of Marketing Performance in Mukena Embroidery

Products and Computer Embroidery". This study analyzes the effect of market orientation

and product innovation on competitive advantage to improve marketing performance. The

formulation of the problem is how to create competitive advantage to improve marketing

performance. This research was conducted by interviewing border industry sites in Kawalu

Tasikmaaya as a sample. The results of data analysis show that the research model has a

good fit and all research hypotheses can be proven. The conclusion drawn is market

orientation and product innovation have a positive and significant effect on competitive

advantage and subsequently competitive advantage has a positive and significant effect on

marketing performance.