Authors : Maugfiroh Putri Nurholisah; Akhmad Suharto; Pawestri Winahyu

Volume/Issue : Volume 10 - 2025, Issue 6 - June

---

Google Scholar : https://tinyurl.com/mr2xu5ta

Scribd : https://tinyurl.com/yh4h55ew

DOI : https://doi.org/10.38124/ijisrt/25jun991

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Note : Google Scholar may take 30 to 40 days to display the article.

---

Abstract : This study aims to test and analyze the influence of consumer relations, competitive prices and competitive advantages on the marketing performance of micro, small and medium enterprises (MSMEs) in Jember. The population in this study were all consumers who had ever bought batik at MSMEs in Jember Regency. The sample taken was using the Ferdinand formula which found results from 115 respondents. Then for the test, the researcher used instrument tests, multiple linear analysis, classical assumption tests, hypothesis tests and coefficients of determination. The results showed that consumer relations, competitive prices and competitive advantages had a positive and significant effect on the marketing performance of micro, small and medium enterprises (MSMEs) in Jember.

Keywords : Consumer Relations, Competitive Prices, Competitive Advantages, Marketing and Performance.

References :

1. Adeyeye, Tolulope Charles, 2013, Impact of Customer Relationship Strategyt on Perceived Bank Performance in Oyo Town, Nigeria, International Business and Management, Vol. 6, No. 2, 2013, pp. 137-146
2. Adiba. 2020. The Effect of Celebrity Endorsement on Brand Image in Determining Purchase Intention. Journal of Accounting, Business and Management. .JABM. Vol.3 No.1.hal.45-56
3. Akhmad, 2020. JFC. Dinamika Global : Rebranding Keunggulan Kompetitif Berbasis Kearifan Lokal. Vol.2.No.1 hal.1-15
4. Alipour, M. dan Mohammadi, M. H. (2011). The Effect Of Customer Relationship Strategyt (Customer Relationship Strategy) On Achieving Competitive Advantage Of Manufacturing Tractor. Global Journal of Management and Business Research, 11(5) 26-36.
5. Al-zoubi, Ali Falah. 2016. The Role of Customer Relationships Management in Achieving Competitive Advantage (A prospective study on a sample of employees at UKMs in Irbid city). Journal of Marketing Management June, Vol. 4, No. 1, pp. 137-150
6. Anjaningrum, W, D., danSidi, A, P. 2018. Kreatifitas Dan Inovasi Produk Industri Kreatif. Conference on Innovation and Application of Science and Technology. Vol. 3. No.2. hal.2622-1276
7. Argarwal, S.; M.K. Eramilli, And C.S. Dev. 2003. Market Orientation And Performance In Service Firms: Role Of Innovation, Journal Of Services Marketing Vol. 17. No. 1. pp. 68-82
8. Cavusgil, S. T. dan S. Zou 1994, Marketing Strategy Performance Relationship : An Investigation of The Empirical Link in Export Market Ventures, Journal of Marketing, vol. 58 January, pp. 1-21
9. Cole Ehmke, 2015, Strategies for Competitive Advantage, Western Center for Risk Management Eduacation, Vol. 23, pp 1-42
10. Coltman, T., Devinney, T. M. dan Midgley, D. F. 2007. Customer Relationship Strategyt and firm performance. Journal of Information Technology, 26 (3), 205-219.
11. Conto, S., Martim de, Junior, J. A. V. A., & Vaccaro, G. L. R. 2016. Innovation as a Competitive Advantage Issue: A Cooperative Study on an Organic Juice and Wine Producer. Gest. Prod, 23(2), 397-407.
12. Datta, Veto. 2017. A Conceptual Study On Experiential Marketing:Importance, Strategic Issues And Its Impact. International Journal of Research- Granthaalayah, 5(7), 26-30. https://doi.org/10.5281/zenodo.826667
13. David. A. Aaker. 2021. Manajemen Ekuitas Merek. Mitra Utama
14. Distanont, Anyanitha dan Khongmalai, Orapan. 2018. The Role Of Innovation In Creating A Competitive Advantage, Kasetart Journal of Social Sciences, Vol.4 No.2
15. Fazlzadeh, A., Ghaderi, E., Khodadadi, H. dan Nezhad, H. D. 2015. An Exploration of the Relationship between Customer Relationship Strategy Effectiveness and the Customer Information Orientation of the Firm in Iran Markets. International Business Research, 4(2), 238-249.
16. Ferdinand, Agusty. 2016. Structural Equation Modeling dalam Penelitian
17. Ghozali, Imam. 2018. Aplikasi Analisis Multivariate Dengan Program IBM SPSS. 25. Semarang: Badan Penerbit Universitas Diponegoro
18. Hapsari, Ria Mawar, Indriani, Farida. 2017. Quality Analysis of Support Marketing and Quality Of Sales Training on Sales Performance Capability On Performance Sales Performance Empirical Case on BNI Channel Direct Sales Credit Card Sales Team Semarang and Yogyakarta. Jurnal Sains Pemasaran Indonesia. Volume XVI, No. 3, Desember, pp. 145-166
19. Herman, Alexander and Matthias, Fink. 2010. Entrepreneurial Orientation and Small Business Performance – A Replication Study.Entrepreneurial Orientation. SBR Vol. 62Np. 4. hal.175-198.
20. Ibrahim, Essam B dan Harrison, Tina. 2020. The Impact Of Internal, External, And Competitor Factors On Marketing Strategy Performance. May. Journal of Strategic Marketing 28(4):1-20
21. Kotler, Philip dan Kevin L. Keller. 2020. Marketing Management 16 edition. New Jersey: Pearson
22. Kotler, Philip. 2018. Manajemen Pemasaran. Edisi tiga belas Bahasa. Indonesia.Jilid 1 dan 2. Jakarta : Erlangga
23. Kraja. Ylvije Borici, Elez Osmani, 2015, Importance Of External And Internal Environment In Creation Of Competitive Advantage To Smes. (Case of Smes, In The Northern Region Of Albania), European Scientific Journal (ESJ), ISSN: 1857-7431, Vol.11, No.13
24. Mohammed, Abdul Alem dan Rashid, 2012, Customer Relationship Strategyt Customer Relationship Strategy in Hotel Industry: A framework Proposal on the Relationship among Customer Relationship Strategy Dimensions, Marketing Capabilities and Hotel Performance, International Review of Management and Marketing, Vol.1, pp.1-56
25. Ngambi, Marcel T dan Prisca S. Ndifor, 2015, Customer Relationship Strategyt And Firm Performance: Revisiting The Case Of The Camcull Microfinance Intitutions, International Journal of Information Technology and Business Management, Vol. 6, pp. 77-126
26. Nofrizal. 2020. Pengaruh keunggulan bersaing terhadap kinerja pemasaran. Jurnal EMBA. https://journal.perbanas.ac.id/index.php/jbb/article/view/2487. Diakses Tanggal 11 Maret 2022.
27. Oualid Kherbach, 2016, Increasing The Performance Of Business Process In Romanian SMES Through Customer Relationship, Politehnica University Of Timisoara, vol. 4, pp.1-28
28. Potjanajaruwit, Pisit. 2018. Competitive Advantages And Company's Performance: Analyzing The
29. Sefnedi, S., Sukma, T dan Yadewani, D. (2022). The Impact of Market Orientation and Entreprenurial Orientation on SME’s Marketing Performance. International Journal of Indonesian Business Review, 1(1), 12–20.
30. Sofi, Maraj Rahman dan Hakim, Iqbal Ahmad. 2018. Customer Relationship Strategyt as Tool to Enhance Competitive Effectiveness: Model Revisited. First Published September 18, https://doi.org/10.1177/2319714518798410
31. Sudarmiatin dan Suharto. 2016. Sustainable Competitive Advantage on SMEs: Bringing LocalProduct toward Global Market. IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 18, Issue 7 .Ver. III (July 2016), pp 46-53