Sustainable Marketing Performance Model Through Succession Strategy With Marketing Capabilities And Competitive Advantage As Mediators In Batik Trusmi Cirebon Business

Sri Hidajati Ramdani, Syamsul Ma’arif, Sutjipto Sutjipto

Abstract


Batik is a cultural product in Indonesia. However, the batik industry is still identically with the Central Java region. Batik Trusmi Cirebon is a batik product that has a long history in Central Java. The Cirebon batik industry is managed from generation to generation, and has the potential to become a developing batik industrial area. This study aims to determine the influence of succession strategy on marketing capability and competitive advantage, and its implications for marketing performance. This study involved 42 respondents of batik business actors. The model analysis tool used was SEM. The results of the study showed that the succession strategy significant affect marketing capability. Succession strategy has a significant effect on competitive advantage. Marketing capability has a significant effect on competitive advantage. Marketing capability has a significant effect on marketing performance. Competitive advantage does not have a significant effect on marketing performance. Succession strategy has a significant effect on competitive advantage through marketing capability. Succession strategy has a significant effect on marketing performance through marketing capability. Succession strategy has a significant effect on marketing performance through competitive advantage. Marketing capability has a significant effect on marketing performance through competitive advantage. Succession strategy has a significant effect on marketing performance through marketing capability and competitive advantage. Thus,  the succession strategy plays a crucial role in enhancing marketing performance at Batik Trusmi Cirebon.


Keywords


marketing performance; succession strategy; marketing capability; competitive advantage

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DOI: http://dx.doi.org/10.52155/ijpsat.v46.2.6604

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