Strategies to Improve Marketing Performance in Garment Companies

Abstract

The study begins with the controversy of the results of research on market orientation variables on marketing performance. The research objective is to analyze the effect of market orientation variables, product innovation, networking capabilities on marketing performance with competitive advantage as an intervening. Population of all clothing store distributors in Solo Garment companies for the period 2017-2018 with a sample of 100. Samples were taken by purposive sampling method. The analytical tool used by this research is Multiple Linear Regression. The results of the study show that market orientation has a significant effect on competitive advantage. Product innovation has a significant effect on competitive advantage and network capabilities have a significant effect on competitive advantage. Competitive advantage is able to mediate Market Orientation, Product Innovation and Network Capability in Marketing Performance.