MODEL PEMBENAHAN KINERJA DENGAN BAURAN ORIENTASI STRATEGI
DAN BAURAN PEMASARAN BERBASIS PENGGUNAAN TEKNOLOGI
INFORMASI BAGI USAHA KECIL BATIK JAWA TENGAH

MODEL PEMBENAHAN KINERJA DENGAN BAURAN ORIENTASI STRATEGI
DAN BAURAN PEMASARAN BERBASIS PENGGUNAAN TEKNOLOGI
INFORMASI BAGI USAHA KECIL BATIK JAWA TENGAH

Model, batik, Use of information technology, Small business

The purpose of this study is to produce a model for improving the performance of
batik small businesses based on the use of information technology. The
preparation of this model starts from proving the influence of the strategic
orientation mix and marketing mix on the performance of Batik small businesses.
The strategic orientation mix consists of organizational change capability,
innovation orientation, competitive advantage and market orientation strategy.
Market orientation strategy consists of customer and competitor orientation
strategies. The marketing mix consists of product, price, distribution, promotion.
The effect of this variable is determined by the use of information technology.
Information technology consists of social media, e-commerce and information
systems. The research population is Batik small business in Central Java. A
sample of 100 was selected by convenience sampling technique, Structural
Equation Model (SEM) analysis was used to examine the effect of independent
variables on the performance of small batik businesses, the role of the use of
information technology in moderating the strategic orientation mix and marketing
mix on the performance of batik small businesses. This model proves that the
strategic orientation variable and the marketing mix have a significant positive
effect on the performance of small batik businesses by being moderated by the use
of information technology.

Darmanto1, Yenni Maria Sridarta2

20 Desember 2021

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