Increasing the Ability of SMEs in the Batik Industry Sector in Pekalongan (Research on Customer of Pekalongan Batik)

Authors

  • R. Adjeng Mariana Febrianti*, Susi Fadia Chalisa, Mirzokhid Azizov

Abstract

The purpose of this study is to describe consumer perceptions about customer relationship
management (CRM), product differentiation, and prices on purchasing decisions of
Pekalongan batik which have an impact on the ability of SMEs in the Batik industry sector in
Pekalongan. Design / methodology / approach: The technique used in this study is multiple
regression analysis. Primary data from this study were obtained from questionnaires and
interviews with 124 respondents. Findings: The results of the study concluded that CRM,
product differentiation, and price had an influence on the purchasing decision of Batik
Pekalongan with the acquisition of CRM scores (85.1%), product differentiation (91.9%),
and price (84.5%). Research limitations / implications: This study is proposed to fill the
research gap while emphasizing the importance of CRM, product differentiation and price
factors on purchasing decisions for SMEs in Indonesia, especially Pekalongan City. These
three factors play an important role for the sustainability of SMEs in building creativity and
innovation so that they are expected to make a positive contribution to the sustainability of
business, especially SMEs.

Published

2020-10-17

Issue

Section

Articles