Strategi Pemasaran Syariah, Kualitas Pelayanan, dan Inovasi Produk dalam Meningkatkan Kinerja Pemasaran Batik Nurani Surakarta

Abstract

This study aims to examine and analyze Islamic Marketing Strategy, Service Quality, Product Innovation in Improving Marketing Performance of Batik Conscience Surakarta. In this study using a quantitative descriptive approach. The technique collected is in the form of primary data through questionnaire data distributed to respondents called questionnaires. The data collection technique used a non-probability sampling technique with a purposive sampling approach, namely the study chose subjectively purposive samples as described, the sample size generally used in multivariate research (the use of multivariate regression analysis) was 25 times and the number of independent variables used in the study. There are 3 independent variables in this study, namely sharia marketing strategy, service quality, and product innovation. So the number of samples used in this study were 75 respondents (25 x 3 independent variables) which were sufficient to represent the large population of Surakarta Batik Conscience consumers. From this research, the Islamic Marketing Strategy variable has a significant effect on Marketing Performance with the result value of the regression equation of 0.307 with a t-count value of 3.457 greater than the t-table value of 1.99300 and having a sig value of 0.001 less than 0.05, then Ho is accepted. The service quality variable has a significant effect on marketing performance with a regression value of 0.097 with a t value of 2.229 greater than the t-table value of 1.99300 and a sig value of 0.029 less than 0.05 then Ho is accepted. Product Innovation variable has a significant effect on Marketing Performance with a regression equation value of 0.417 with a t-count value of 3.1916 with a t-table value of 1.99300 and has a sig value of 0.000 less than 0.05. Sharia Marketing Strategy, Service Quality, and Product Innovation together have a significant effect in Improving Marketing Performance by 66.8%.