Anteseden Keunggulan Bersaing terhadap Kinerja Pemasaran Pengrajin Kain Ulos Binaan Dinas Koperasi dan UKM Provinsi Sumatera Utara

Abstract

The key to good marketing performance shows a high level of sales. Improved marketing performance is also marked by good sales growth from year to year and growth that is higher than similar competitors and has a broad customer base compared to previous years. , SMEs must be able to anticipate in preserving ulos cloth so that it does not become extinct. The concept of innovation, local wisdom in the creative industry, variants and quality of ulos cloth to increase competitiveness in marketing ulos cloth today and in the future. This study aims to analyze the antecedents of competitive advantage to the marketing performance of Ulos cloth craftsmen. This study uses a structural equation model (SEM) analysis tool. The sampling technique used was a census technique, all populations were sampled, totaling 200 ulos cloth SMEs fostered by the Cooperative and UKM Office in North Sumatra Province. The results of this study indicate (1) Local wisdom innovation has a positive and significant effect on competitive advantage (2) Promotional strategy has a positive and significant effect on competitive advantage. (3) Entrepreneurship has a positive and significant effect on competitive advantage. Ulos cloth craftsmen from the North Sumatra Province Cooperative and UKM Service. (4) Local wisdom innovation has a positive and significant effect on marketing performance. (5) Promotion strategy has a positive and significant effect on marketing performance. (6) Entrepreneurship has a positive and significant effect on marketing performance (7) Competitive advantage has a positive and significant effect on marketing performance. (8) Local wisdom innovation through competitive advantage has a positive and significant effect on marketing performance. (9) Promotional strategy through competitive advantage has an effect positive and significant impact on marketing performance. (10) Entrepreneurship through competitive advantage has a positive and significant effect on marketing performance.