PERFORMANCE IMPROVEMENT MODEL WITH STRATEGY ORIENTATION MIX
AND MARKETING MIX BASED ON THE USE OF INFORMATION TECHNOLOGY
FOR SMALL BUSINESS BATIK CENTRAL JAVA

PERFORMANCE IMPROVEMENT MODEL WITH STRATEGY ORIENTATION MIX
AND MARKETING MIX BASED ON THE USE OF INFORMATION TECHNOLOGY
FOR SMALL BUSINESS BATIK CENTRAL JAVA

Model, Performance, 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, ecommerce
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.

Darmanto,1 Basuki Sri Rahayu,2 Kasidin

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2022

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