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I Gede Aryana Mahayasa
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Fakultas Ekonomi Bisnis dan Pariwisata, Universitas Hindu Indonesia, Jalan Sanggalangit, Tembau, Penatih, Denpasar Timur
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WIDYA MANAJEMEN
Published by Universitas Hindu Indonesia
ISSN : 26559501     EISSN : 26559501     DOI : https://doi.org/10.32795/widyamanajemen
Core Subject : Economy, Social,
Economics, Econometrics & Finance Social Sciences
Widya Manajemen merupakan jurnal di bawah naungan Program Studi Manajemen Fakultas Ekonomi Bisnis dan Pariwisata Universitas Hindu Indonesia Denpasar sebagai wadah informasi ilmiah bidang manajemen baik itu manajemen pemasaran, manajemen SDM, manajemen keuangan, manajemen operasional, manajemen pariwisata dan kewirausahaan yang berupa hasil penelitian ataupun kajian pustaka. Jurnal Widya Manajemen terbit dua kali setahun Pebruari dan Agustus dengan maksimal tulisan yang dimuat adalah delapan tulisan per edisi.
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 91 Documents
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Integrasi Innovation dan Customer Relationship Dalam Meningkatkan Marketing Performance Melalui Competitive Advantage Pratama, Octavianus Sumardana; Handayani, Made Mulia; Geriadi, Made Ayu Desy; Nindia Putri , Cokorda Istri Agung Vera
Widya Manajemen Vol. 8 No. 1 (2026): Widya Manajemen
Publisher : UNHI Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32795/538nk906

Abstract

Craft products are export commodities that contribute to Bali's economic growth, but have experienced a decline in export value. The increasingly complex dynamics of the craft industry present various strategic challenges for craft businesses in Bali. Considering that craft products not only serve as a source of regional and national income but also constitute a cultural heritage, this requires attention. This study has theoretical innovations regarding the integration of innovation and relationship marketing as intangible resources from the RBV perspective. Furthermore, competitive advantage as a mediating variable in this relationship has rarely been studied specifically in the context of traditional craft products facing the global export market. In this context, Balinese craft businesses are required to increase their competitiveness through the implementation of sustainable innovation and strengthening relationships with customers as an effort to encourage improved marketing performance. This study involved all craft businesses in Bali as the population. The sample size was 96. Data were analyzed using PLS-SEM. The results of the study proved that innovation influences competitive advantage and marketing performance, but the effect was not significant on marketing performance, while customer relationships influenced competitive advantage and marketing performance. In this study, the competitive advantage achieved by Balinese craft businesses.

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