INCREASING MARKETING PERFORMANCE OF MILKFISH PROCESSING MICRO SMALL AND MEDIUM ENTERPRISE (MSMEs) IN EAST JAVA: BOTH PRODUCT INNOVATION AND SUPPLY CHAIN STILL CAN DO?

Novi Marlena (Universitas Negeri Surabaya)
Moh Sholekhuddin (Universitas Negeri Surabaya)

Jurnal Ilmiah Econosains
Vol 16 No 1 (2018): Jurnal Ilmiah Econosains

The influence of product innovation on marketing performance of milkfish processing MSMEs in Gresik Indonesia; 2) the influence of supply chain on marketing performance of milkfish processing, MSMEs in Gresik Indonesia; 3) the effect of product innovation and supply chain on marketing performance of milkfish processing MSMEs in Gresik Indonesia. The design of this study was field research using quantitative research approach. The population is milkfish processing Micro Small and Medium Enterprises (MSMEs) in Gresik district. The data were analyzed using multiple linear regressions. The product innovation can foster marketing performance and to improve marketing performance is influenced by the supply chain. In the supply chain, it can be known how the relationship of suppliers with the company. Thus, combining both product innovation and supply chain will make the product more various and wil result in marketing performance improvement. The product innovation significantly influences the marketing performance of milkfish processing MSMEs in Gresik Indonesia. This happens because the performance is influenced by how the condition of the finished goods and product innovation support to perform marketing performance.