Journal of Business and Management Sciences
ISSN (Print): 2333-4495 ISSN (Online): 2333-4533 Website: Editor-in-chief: Heap-Yih Chong
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Journal of Business and Management Sciences. 2016, 4(5), 125-131
DOI: 10.12691/jbms-4-5-3
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Development Model of Traditional Local Product Based Marketing Innovation Driven for Entering Market Centre

Omar Hendro1, , Maftuhah Nurrahmi1 and Zaleha Trihandayani1

1Program Studi Manajemen, Fakultas Ekonomi & Bisnis, Universitas Muhammadiyah Palembang Jl. Jend. A.Yani 13 ULU, Palemban, g Sumatera Selatan, Indonesia

Pub. Date: December 08, 2016

Cite this paper:
Omar Hendro, Maftuhah Nurrahmi and Zaleha Trihandayani. Development Model of Traditional Local Product Based Marketing Innovation Driven for Entering Market Centre. Journal of Business and Management Sciences. 2016; 4(5):125-131. doi: 10.12691/jbms-4-5-3


Marketing model to test the effect of variable marketing strategy (SP), the development of human resources (HR), operational management (MO), the innovation driven (ID), affecting the market center (MC). Assessing the effectiveness of the variable, the variable marketing strategies respondents of this research mostly has a range of local market than the international market. This causes the average standard variable rate of effectiveness of marketing becomes low, amounting to 69.54 % of the innovation driven. Variable human resource development throughout the indicator has a value below 70 % effectiveness. SMEs choose the appropriate training conditions in the field. Awareness to improve the quality of human resources is still low. Values are very ineffective contained in the indicator “international standards”. This led to further decline in the effectiveness of human resource development variable that is equal to 52.6 % of the innovation driven. Variable operational management is not very effective value contained in the indicator “international standards “as the variable marketing strategy and human resource development. This causes the average level of the variable effectiveness of operational management becomes low, amounting to 59.65 % of the innovation driven. Variable innovation driven all indicators have high effectiveness value (over 70 %). This led innovation driven high level of effectiveness, ie 83.6 % of the market center. Respondents in this study can be considered to have driven innovation to market centers to be more effective, which amounted to 78.4 %. Based on these discussions, the variable has a much lower level of effectiveness due to “international standards" where many SMEs in this study had a range of local rather than international markets. With a range of local markets, international standards have not been much needed on SMEs in this study.

marketing strategy development of human resources operational management innovation driven and affecting the market center

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